Oye FM, part of the TV Today Network, has recently embarked on a month-long campaign – Filmi Kaan. The campaign will see a lot of celebrities spreading the message of ‘filmi kaan’ to listeners through programming and marketing initiatives. Some of the film stars include Abhishek Bachchan, Asin, Naseeruddin Shah, and Neha Dhupia, among others.
Speaking to exchange4media, Joy Chakraborthy, CEO, TV Today Network, said, “Radio as a business is going to be a focus for us in the coming months, and with this campaign we are looking at making the right and most compelling connect with our TG. We will be reaching out to our listeners across all relevant touch points to convey the message of ‘filmi kaan’, which will also be reflected in our new content and music strategy.”
The creative agency behind this campaign is Black Pencil. Oye is promoting this campaign with an integrated 360 degree marketing promotion, including TV ads, hoardings, print and online ads and supported by ground activation. The TVC for the campaign has actor Makrand Deshpande urging people in a humorous way to turn off their silly ‘kaans’ and turn on their ‘filmi kaans’.
While Chakraborthy refused to divulge on future plans, he said that the plans for the future were “very aggressive”. Commenting on the campaign, he said, “This is just step one towards the steep growth trajectory we’ve planned for ourselves.”