In a different form of initiative to create brand awareness, where the brand is taken to the advertisers rather than the advertisers coming to brand, My FM, the FM station from Synergy Media Entertainment Ltd, recently launched an activity commissioned especially for ad agency executives and media planners in Delhi and Mumbai where it is not aired.
The advertisers have long maintained that it is the radio industry that needs to take the brand to them and educate them about the brand rather than the other way.
The aim of this activity, titled ‘Satte Pe Satrah – The Power of 17’, was to bring the flavour of My FM to the agency executives. The activity saw RJ Gagan from Chandigarh and RJ Mohit from Indore doing live radio shows from the premises of ad agencies in Delhi and Mumbai, respectively.
My FM station claims that ‘Satte Pe Satrah’ activity saw participation of over 200 advertising executives and media planners from agencies like Lintas, Madison, GroupM, Starcom, TME, ZenithOptimedia, MPG, Primetime, Maxus, Radar, Euro, RK Swamy, MEC, and Madison in both Mumbai and Delhi.
On the response from both advertisers and media planners, Ritu Chhabra, National Head - Brand, My FM, said, “We have received a fabulous response from them. The objective was to give the advertisers the experience and the feel of the brand – What My FM sounds like, the quality of content, and even showcase the power of 17.”
In a prepared statement, Harrish M Bhatia, COO, My FM, said, “As a radio station, we always endeavour to involve our associates in our activities, just like we involve our listeners. The ‘Satte Pe Satrah’ activity was planned for the advertisers and media planners, for them have a first hand experience of My FM, the feedback is very positive and we plan to come up with more of these in coming months.”
My FM is spread across the seven states of Rajasthan, Haryana, Punjab, Gujarat, Maharashtra, Madhya Pradesh and Chhattisgarh, and is available in Jaipur, Jodhpur, Chandigarh, Bhopal, Jalandhar, Ahmedabad, Surat, Udaipur, Gwalior, Indore, Ajmer, Amritsar, Bilaspur, Nagpur, Raipur, Kota and Jabalpur.