Report on Shemaroo

Kerala’s No 1 FM Radio, Club FM, disrupts the radio space and also unveils a new brand identity


Kochi: Club FM, Kerala’s No. 1 FM station, with the largest coverage, on 18th January, embarked on a new journey; a new brand identity and a new way in which the RJs will be interacting with and engaging the listeners; all with the limitless possibilities on the focus of “U”; the audience who have made club FM Kerala’s most favourite FM brand, during the last 13 years of its journey. True to brand’s positioning,  (tonnes of fun) in addition to the type of music the audience will get enthralled in, fully interactive and live between 7 am and 1 am (next day) Club FM will also attempt to keep the audience fully informed about all the happenings around them, through a style of presentation that will still live up to its positioning.

The launch began with a teaser on 17th evening when Club FM’s brand ambassador and famous Malayalam actor Tovino Thomas, changed his social media profile picture to the “U” in the brand’s new logo which made his fans go crazy trying to figure out what this was about.  The entire media community picked up the conversation too, some even contemplated about his next movie.  The suspense continued till next morning when Tovino explained the change.  This was followed by a first of its kind initiative when the RJs from 3 of the Club FM stations, Trivandrum, Kochi and Calicut, covering South, Central and North Kerala, joined the anchor on Mathrubhumi News’ Wake up Kerala and went live on Radio connecting with their listeners, explaining to them about the change.  Mathrubhumi daily carried the launch ad with many of the brand’s loyal advertisers also releasing ads on the same day, wishing club FM the very best.  Conversations trended on social media.  The advertising campaign and many other activities will continue for the next 60 days in various engaging ways.

Speaking about the change, Mayura Shreyams Kumar, Director, Digital Business, Mathrubhumi Group  Said “This was a much deliberated attempt internally.  Club FM reached break-even in its second year of operation, perhaps unheard of in the Radio business.  The 13 long years have been nothing less than an absolutely amazing journey.  The question was why one would want to disrupt something that’s already doing well and staying in the No.1 position.  We didn’t have to go too far for the answers.  What we have been experiencing in the last one year has been unpresented.  There’s no status-quo any longer.  Our teams have been interpreting various signals on the music preference of our listeners, including their media consumption patterns and we decided to change ourselves proactively before those signals become a trend and we are forced to change.  As a company we have embarked on various transformation projects in the last few months with the view to be relevant to the 3 generations of readers, viewers and listeners we are connected with.  I would like to take this opportunity to congratulate and wish the entire Club FM team the very best and also express my gratitude to all our advertisers”

Latest Reads

ALTBalaji subscription up by 42% y-o-y in FY21

KOLKATA: ALTBalaji seems to be driving the growth of Balaji Telefilms with a 42 per cent growth in subscriptions for FY21. The platform sold a total of 4.7 million subscriptions for the year, compared to Rs 3.4 million in FY20.

iWorld Over The Top Services
HiPi launches on android, to be available for ioS soon

Short video platform HiPi has announced a separate app in the user-generated content (UGC) market. After being a part of Zee5 as a beta version since its launch in 2020, ‘HiPi ka naya adda’ will now be available for Android users from 18 June and iOS users from 22 June. 

iWorld Social Media
MX TakaTak co-powers the ninth edition of Miss Diva

KOLKATA: Promising users compelling content across categories, MX TakaTak on Friday announced its association with the ninth edition of Miss Diva as the Co-powered by Sponsor for this coveted pageant. The nationwide hunt to select representatives from across the country commenced on 11 June and...

iWorld Over The Top Services
Nazara Technologies to acquire gaming agency Publishme

Nazara Technologies Limited announced that it has signed a binding term sheet to acquire a majority stake in Arrakis Tanitim Organizasyon Pazarlama San. Tic. Ltd. Sti (Publishme), the largest mobile game publishing agency in the Middle East and Turkey.

iWorld Over The Top Services
Snapchat premieres new Creator Shows with Anushka Sen & Vir Das

New Delhi: Snap has announced the launch of its first local and original Indian Creator shows produced by Qyuki and featuring television actress Anushka Sen and comedian Vir Das. Powered by relatable characters made for Snapchat’s mobile first audience, the shows will air exclusively on Snapchat...

iWorld Social Media
Zee5 unveils new brand campaign to promote Rs 499 subscription plan

As Zee5 keeps adding new content to its portfolio, it is also revising its annual subscription package to get more eyeballs. It has priced down its annual subscription to Rs 499 from Rs 999 for a limited period.

iWorld Over The Top Services
Amazon Studios launches inclusion policy & playbook

This is one production studio which is putting its money where its mouth is. And it should even get a nod of appreciation from the Indian ministries of information and broadcasting, electronics and information technology, and even education.

iWorld Over The Top Services
discovery+ unveils special content line-up for sports fans

With the sporting action on a pause, fans are scrambling for ways to enjoy their favourite sports. Streaming platform discovery+ on Wednesday, unveiled its new content line-up with a host of gripping documentaries to keep the fans engaged, as they wait for the real action. 

iWorld Over The Top Services
SonyLIV appoints Sreedhar Reddy Komalla as Telugu Content head

Kolkata: SonyLIV has appointed Sreedhar Reddy Komalla as Telugu Content head, Digital Business. In his new role, Reddy will primarily focus on leading the expansion plans of the Telugu vertical of SonyLIV for users across markets.

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required