Ray Ban, which is celebrating 75 years of its existence in the market this year globally, has turned to the radio medium to amplify this occasion. Ray-Ban India has associated with Radio One to build a brand spike on the FM station about their legendary years. The company wanted to create impact with Radio One in Delhi and Mumbai to create awareness about their celebrations. The primary push behind this activity was to invite people to visit their website and upload their legendary moments with a story. The best entry gets an all expense paid trip to the 75th Anniversary celebration.
Radio One has come up with an initiative called ‘Music Legends Hour’, through which the station is creating daily engagement using legendary music artists to ensure top of mind recall for the Ray-Ban celebration. The idea is to connect people to the images of famous musicians who have worn Ray Ban almost as a mental image.
‘Ray Ban Celebrating Legends Hour’ is a long term property on Radio One Mumbai and Delhi. The activity started in May 2012, and celebrates a legendary musician everyday from Monday to Friday between 6 pm and 7 pm.
Speaking on the initiative, Amitabh Sehdev, Marketing Head, Luxottica India, said, “To commemorate 75 glorious years of Ray Ban, the brand is paying tribute to the icons and legends of the past, present and future. Music is an active interest space for the Ray Ban TG and Radio One provides an appropriate platform to connect and engage superiorly with them.”
Vineet Singh Hukmani, MD, Radio One Ltd, added here, “8 million educated English speaking Indians who have a comparatively higher net worth (as compared to other radio stations) are loyal to our international radio stations in Delhi and Mumbai. This has allowed us to offer more value to brands across categories and spends.”
The campaign also has different monthly spikes to give an additional boost of refreshment to the entire activity every month. The activity is also being pushed through social networking sites.