Owner's Emvie, Radio One's Pride

Radio One emerges as the Ideas network in the FM space

Radio One FM92.5 is making a habit of winning its advertisers awards for creatively executed ideas on its radio station. In the recently concluded EMVIES, Radio One FM 92.5 was the hero in the media innovation (radio) category with two of the nominated brands for creatively using radio, being nominated for their work on Radio One. One of them going on to win the EMVIES Gold. Madison was nominated for Saffola for the Jaggu's Mission 10k, and Mindshare won the gold for the Pepsodent campaign on Radio One.

"The popularity of Jaggu as an overweight RJ and his intention to get in shape was the starting point of our thought process. The idea was for the brand to partner him in living a healthy life, i.e. the Saffola way of life. The uniqueness of the idea was further enhanced by it being the first ever reality show on radio. The challenge was to convert this idea into memorable radio execution. This execution was driven to excellence because of healthy partnership between Madison, client and Radio One FM 92.5" Says R.Chandraseker Category Head, Marico.

Interestingly, the Mission 10K was also nominated for the Best Radio Innovation at the Cannes and was the only shortlisted entry from India. There were only 4 shortlisted entries worldwide.

"In the span of the activity we had listeners so cued in on the weight loss program of Jaggu (our breakfast host) that some went on a diet along with Jaggu and the others were recommending options of diets for him to achieve Mission 10k. Saffola on their part, provided scientific and health monitoring tips to ensure he does achieve it. A simple idea that catches the eyes of everyone only because it's a larger than life brand integration" says Shariq Patel Vice President Operations, Radio One.

"The Pepsodent Campaign started with Pepsodent talking about "Bhoot Police" where kids were taking part in a contest to become the Bhoot Police. The campaign got about 12 lakh kids pledging that they will brush their teeth before going to bed. The brand team then wanted to amplify this aspect on radio since the case in point was "to let the world know that 12 lakh kids have taken a pledge to brush at night". The idea was to basically convey to the consumers that Pepsodent has answered Mothers' prayers. With Radio One the prayer jingle brief was given, which they willingly agreed to take up as a programme promo for The Mid Day Show. The script and the promo was recorded by GO (now Radio One) and it went on to become so popular that even other radio stations started talking about it" Says Atit Mehta Business Director, Mindshare.

Incidentally last year too, Go 92.5 FM (now Radio One) had won the best media innovation for Close- up for the programme spot with Jaggu and Tarana, following the earlier EMVIE GOLD win for Scorpio's launch only on the station. This launch was carried out by a cavalcade, which traveled in various parts of the city and was covered by on-air exclusively.

"We're happy to win nominations and awards for our client's campaigns on our station. It helps to strengthen our position as the only network that gives solutions based on strong ideas and an understanding how this medium works beyond the 30 second spot" says Rajesh Tahil, Chief Executive, Radio One.

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