Fever FM, which will be launched in Mumbai on January 15, will be utilising all possible mediums to promote the FM channel’s message of ‘No Bullshit, Just Music’. In an exclusive chat with exchange4media, Sajjad Chunawala, Station Head, Fever FM, talks about the programming content of the channel and their various marketing initiatives.
Fever FM, which is backed by HT Music and Virgin, has roped in Lowe and Maxus the creative and media buying agencies, respectively. The channel, nationally on frequency 104, is already airing in Delhi and is slated to hit the airwaves of Bangalore and Kolkata soon.
Announcing the launch, Chunawala said, “Fever is a format radio station and we do not follow the ‘block programming’ followed by the other radio stations. As we are targeting the Sec A and B comprising 25-34 year olds, we will have an 80:20 ratio between Hindi and English music. Our music content will be tweaked a little bit for each station as preferences differ in each city, but broadly speaking, we will play music that people want to hear.”
Revealing the marketing strategy to be employed by the station in Mumbai, Chunawala said that it would be a fairly large marketing campaign and that the budget would not be a constraint. He further said, “Apart from the large outdoor and print campaigns, we also have an online campaign for promotion during the launch phase between January 15 and February 15.”
As part of their below the line promotional activities, the station intends to have an umbrella sort of a campaign of ‘No Bullshit, Just Music.’ For this campaign, the channel is planning to have bedecked bulls carrying the same tagline across the city. As the station is focusing purely on music content, the underlying thought behind the creatives also convey the same. In more pointed campaigns, the channel has taglines announcing, ‘No Jokes, Just Music’, ‘No Astrology, Just Music’ and so on. The channel will also be doling out give-aways and merchandise as part of their promotional activities.
The station is already on-air in Mumbai on a test phase and Chunawala claimed that there had been a tremendous response so far for the station. Speaking about the other radio stations in the city, Chunawala said, “There is really a dearth of a good music station in the city. Our TG, the 25-34 year olds, needs a station that he wants to tune-in 24/7 and that’s what we are looking at becoming.”