Bates 141 Chennai has been assigned the creative duties for Chennai Live, the FM venture of Muthoot Group. Though no formal pitch was involved, the Group considered a couple of agencies before zeroing in on Bates 141, said Prem Kumar, Station Head, Chennai Live.
Kumar added, “Bates 141 presented a unique strategic and creative approach. We look forward to working closely with the agency and building the Chennai Live brand together.”
When asked about the ad spend, Kumar said that it would depend on the campaign the agency suggested. He, however, did say that the Muthoot Group had set aside a good budget for marketing activities.
Vijay Jacob, Vice President & General Manager, Bates 141 Chennai, said, “It’s a slugfest out there in the radio category. The challenge for us was to build awareness and persuade the intelligent Chennaites to tune in and sample the Chennai Live offerings. The team has relished this challenge and the 360-degree creative expression reflects this. We look forward to partnering Chennai Live and bringing back the magic of radio.”
Chennai Live, targeted at educated and informed Chennaites, focuses on local happenings, information and issues relevant to the life of people in Chennai. The station also features discussions and debates with studio guests regularly, besides playing the best of Tamil and international music.