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.