MUMBAI: Malar Publications promoted radio venture Hello FM 106.4 has awarded its creative duties to Chennai-based communication agency, Gutfeel.

Confirming the development to Indiantelevision.com, Hello FM CEO Rajeev Nambiar said: “Gutfeel has lot of understanding of Tamil music and this is why we chose them. This is the team with resources from TBWA which had already worked for initial phases of Hello FM.”

The account was awarded on the comfort level with the agency and there wasn’t any formal pitch that took place.

The radio station airs in Chennai, Madurai, Coimbatore, Trichy, Tirunelveli, Tuticorin and Pondicherry.