Bhaskar Group’s radio venture, My FM, has assigned its creative duties to Mudra Delhi. The account size has been pegged in the region of Rs 8-10 crore. RK Swamy BBDO Delhi is the incumbent agency.
In an email exchange, Harrish Bhatia, COO, My FM, confirmed, “We have signed on Mudra as our creative agency.”
It may be recalled that exchange4media had reported earlier that in March 2009 several agencies had been invited to make their presentations.
The FM station plans to advertise through the outdoor medium and BTL activities besides its own FM channel.
Confirming the development, Ritu Chhabra, National Head – Brand, My FM, said via email, “Euro RSCG, Leo Burnett and Mudra Communications were the three shortlisted agencies who had made presentations in the final round. Mudra made it amongst all.”
She further said, “The brief with Mudra is to strengthen My FM’s core brand proposition – ‘Jiyo dil se!’ And the creative route of Mudra has focused on building this core premise through a clutter-breaking route. The idea’s strength lies in not just its freshness, but also its high ‘campaignability’. Those are the reasons that we would be rolling it out apart from traditional print advertising in our markets, online and out of home. Radio, of course, forms a part of the media mix, where we would be looking to integrate it within our own content.”
On the reason for signing on a new creative agency, Chhabra explained, “We are constantly evolving and also looking forward to major expansion in the third phase, so we wanted to take a fresh approach, which will carry forward the My FM brand to the next level.”
My FM calls for creative pitch