MUMBAI: Radio One, which is strengthening its ‘music specialisation‘ proposition, has appointed Starcom and Vivaki as its buying and planning agencies following a multi agency pitch.
The radio station has also launched a nationwide multimedia campaign focuses on the ‘listener centric‘ property ‘Play Your Music Day‘ where listeners will physically visit the stations in seven cities and play their favourite 13 songs. The media spend for this campaign will be approximately Rs 100 million.
The first of these activities is on 28 July and will be launched on air by an Unplugged Full concert of Shankar Ehsaan Loy.
The television campaign for ‘Play Your Music Day‘ is lead by five films that depict the station promise of ‘maximum music‘ in an entertaining fashion. A further six films already shot, will be revealed slowly to talk about other interesting music led features of the ‘music station‘. All the films showcase the camaraderie of the brand ambassadors Shankar Ehsaan Loy.
As part of the print campaign initiative, dailies are being used tactically closer to the ‘play your music‘ days in the metros to highlight immediacy. The print publications being used are those from the Mid-Day and ToI group mostly and regional publications.
Outdoor and on-ground promotions are happening in all seven cities to select the listeners who will play their favourite songs on ‘play your music day‘. Various locations in the cities are being used to promote the concept using Radio One‘s POM POM girls who dance to 94.3 Radio One‘s anthem song ‘aao apna gaana bajao‘ which has been composed and performed by Shankar Ehsaan Loy. The on ground campaign is also supported by bus backs.
The Radio One anthem song by Shankar Ehsaan Loy has been used as a hook to invite intrigue as regards to play your music day. The download banners are visible on various b2b sites. This digital partner for Radio One is 2ergo. To increase mobile involvement, Radio One has also launched ‘song alerts‘ on sms to keep the buzz high at the time of this campaign
Said Radio One MD Vineet Singh Hukmani, "Our business strategy is one of ‘music specialisation‘ and we want to prove that in a sea of generic radio stations."
Added national head - marketing Shyju Varkey, "We want our listeners to be involved with all aspects of our product‘s attributes. The campaign aims to heighten this in an ‘uncluttered radio brand space‘. We timed this to allow our Rs 100 million of media spend to work very hard."
