Top Story

e4m_logo.png

Home >> Advertising >> Article

Fifth Estate bags creative duties of Hello FM

24-August-2007
Font Size   16
Share
Fifth Estate bags creative duties of Hello FM

Hello FM, Malar Publications’ FM venture, has appointed Chennai-based Fifth Estate Communications as its creative and strategy agency following a multi-agency pitch. Interface was one of the agencies that had pitched for the business. The incumbent agency is TBWA\India. The account size is pegged at Rs 5 crore.

Rajeev Nambiar, President and COO, Hello FM, said, “When we invited the agencies for the pitch, we were more keen on assessing the strategic and marketing support strengths that they possessed than their creative strengths. That apart, we were also placed a lot of emphasis on how much they understood the business and industry that we operate in. There was no doubt in our minds subsequent to the agency presentations that the unanimous choice was Fifth Estate.”

“We look forward to exciting times with Fifth Estate in what is going to be a period of high activity when we launch our remaining six stations across Tamil Nadu. Thanks to Fifth Estate, the drive to be the largest radio network in Tamil Nadu will henceforth be coded as ‘Centurion Quest’, named after our frequency,” Nambiar added.

An elated Ganesh Baliga, Managing Director, Fifth Estate, said, “Fifth Estate has always positioned itself as ‘The Thinking Agency’. We have played a pivotal role over the years in building many of our clients’ brands into strong national and regional players. This account win is a testimonial that re-affirms our ability to think strategically for our clients’ business. I am proud to have an extremely capable and enthusiastic team who put in a lot of thinking and effort into making this happen. We approached the pitch from a fresh perspective and evaluated every aspect of their business. This is what enabled us to make a strong case for building Brand Hello FM and led to the account win.”

After making 106.4, Hello FM’s frequency, the right number in Chennai, the FM station is expected to say `Hello’ to Trichy, Madurai, Coimbatore, Tuticorin, Tirunelveli and Pondicherry soon.

Tags

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Southeast Asian market

We speak to Punit Misra, CEO, ZEEL, Domestic Broadcast Business, on Zee TV’s new look, its aim and the shaping up of domestic business

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Sou...

Though business has picked up, the private FM industry expects festive ad spends to be subdued compared to 2016

Of the 116 upheld ads, the majority belonged to healthcare and education