Britannia Good Day, in partnership with MEC Wavemaker, a content arm of MEC India, has conceptualized India’s first brand-owned campus digital radio station in an attempt to get young Indians to smile more.
Gen-Z experiences the world through their mobile devices with information and opportunities at their fingertips. Riding this digital wave, Britannia aims to reach out to its young target audience proliferating the ethos of ‘Smiletainment’—content that encourages the youth to smile more. Campus Radio covers topics like music, sports, fashion, trends and films, in a youthful and campus reporting format, by partnering with Gaana.com and Radio Mirchi.
Britannia Good Day’s Campus Radio has been integrated in Gaana.com as a 24/7 web radio station with a promise of being a constant source of differentiated content the youth relates to and consumes. The theme for Campus Radio is ‘trending music, trending smiles’, based on which it will play music capsules, star shows and put in content that will encourage more smiles amidst the younger audience that wants to be tuned into the latest in lifestyle and music trends. It has been hosting a select list of the funkiest new music on the youth playlist from Bollywood and new indie pop artists across India. For the launch of Campus Radio, Radio Mirchi had composed a catchy new jingle with a spunky feel for the station and on-boarded a set of fresh new faces as RJs of this station.
Other segments that are also included are ‘What the Buzz’, which talks about all the happening trends around college campuses across metros, including current affairs and news; ‘Binge Watch’ which gives a preview of the hottest content on YouTube and provides a forum to discuss all the updates on the current TV series and much more to keep the listener hooked.
The brand identified that the youth strongly yearn for music, which emerges as one of the top affinity genres they consume daily. Commenting on the launch, Ali Harris Shere, VP, Marketing, Britannia Industries Limited, says, “Good Day is an iconic brand and enjoys immense love and equity amongst the consumers. The brand holds the baton for making Indians smile more and we know that youth with their innate optimism and cheer will do this better than any other demographic. By establishing 'India's 1st aural social network', Good Day aims to connect deeper with its younger consumers. The digital radio station has been curated with a keen focus on today's youth and their passions, and the content will reflect what's current & trending in the country's pop culture.”
He further adds, “Our youth are predominantly mobile natives and this platform wishes to be the youth's go to radio station for entertainment, music, and staying updated. This is a first of its kind initiative for Britannia; we are very excited and expect a terrific response from it.”
On curating this unique platform for the youth, Kumar Deb Sinha, Head – India, MEC Wavemaker, said, “The content space is now witnessing a change as brands prefer to own unique platforms to connect and persuade their target audience. Our task at hand was to target Gen Z, who are interested in what’s new, trending and adapts to the latest trends. To focus on this specific audience, MEC had conducted an in-depth study in understanding Gen Z through customized research and consumer behavior tracking tools, which helped to create customized and engaging audio platform called ‘Campus Radio’, a combination of preferred online (radio) and content (music) medium.”
He added, “MEC Wavemaker always believes in creating unique content ideas that goes beyond traditional marketing activities that enables to strengthen the equity of the brand.”
Celebrating the launch, Rahul Balyan, Head of Digital Initiatives at Radio Mirchi, said, “Radio Mirchi, in partnership with Gaana, is happy to create an online platform for Britannia that helps them engage with the College students. We have created a unique listening experience that re-invents radio for the internet-savvy youth. We are also helping Britannia connect with college students across the country through on-ground activation as well. Radio Mirchi already operates 16 online radio stations in partnership with Gaana, and hopes to make Campus Radio the flagship online radio station of the youth of India. The challenge in digital marketing is to build meaningful engagement with consumers, and Radio Mirchi with its content creation capabilities, its iconic RJs, and multi-media solutions is helping build that engagement for brands across digital platforms.”
Having launched at the onset of 2017, Campus Radio by Britannia Good Day and MEC India has seen a tremendous uptake amongst the campus audience. With average session duration of 55 minutes, the station has garnered 3.5 lakh unique users as a monthly average and also garnered 7.2 million impressions in 2 months.
Campus Radio in collaboration with Radio Mirchi has reached out to 80 colleges in 8 metros to date. The road shows have been very successful with thousands of students participating in it. Collegians sampled the station, participated in ‘Smile More for a Good Day’ contests and were part of the hunt for a ‘Campus Reporter’. ‘Campus Reporters’ are peer group influencers who are the fountain head of all action happening in the college and will report them from time to time on the station. Campus Reporters would also have the chance to work as interns at Radio Mirchi, one of the largest media houses in India.
The hunt for the Campus Reporter saw 1500 entries, which is currently being assessed by a jury from the Radio Mirchi team. The other features would be live jamming sessions, campus buzz, and live feed of college fests amongst many other customized content for Gen-Z.