In another first from the BBC in the India market, BBC World Service is kicking off a campaign for three of its radio programmes – ‘BBC Ek Mulaqat’, ‘Take One’ and ‘BBC EK Minute’ – later this week. The campaign would be seen in the Mumbai and Gwalior markets. The creative agency for this campaign is Ogilvy One, while the media agency is MediaCom.
‘BBC Ek Mulaqat’, ‘BBC Ek Minute’ and ‘BBC Take One’ air in the 13 cities where BBC World Service has partnered with FM stations. BBC would use print, radio and on-ground activities for the campaign. Vaishali Sharma, Head-Marketing and Communications, South Asia, BBC Global News, informed that the campaign was part of the BBC World Service and was not supported by ad revenues.
For the print medium, BBC has roped in Maharashtra Times, Mid-Day and Mumbai Mirror. Among the radio stations, Radio One in Mumbai and Radio Chaska in Gwalior, who also partner BBC World Service, would air the commercials. BBC World Service would also widely use malls across the cities, wherein its RJs would get interactive with the audience as part the on-ground activities. This would facilitate the audience to directly interact with the brands.
Sharma said, “The objective of the campaign is to build a distinct identity for all the three programmes from the perspective of BBC. There is a creative idea that is distinct to all three programmes, and the audience through our advertisements must get to know what the programmes are all about. Our aim is also to reach out to new listeners and show what BBC is up to in the FM market.”
As to why only these programmes were chosen to be promoted in the campaign, she explained, “‘BBC Ek Mulaqat’, because it’s round the clock. It is one of the shows one hears on a daily or hourly basis. ‘Take One’, because being a review based programme, it deals with 17-20 minutes of programme telling the listeners about a particular movie or music of the week. ‘Ek Mulaqat’, because it is a really popular show.”
Sharma further said that BBC, which has close to 20 million short wave listeners in the country, had a strong radio audience. She also clarified that this was a non-commercial initiative, and hence, “it is not an advertising revenue supported model”.
BBC’s FM programmes can be currently heard in 13 cities in India. In addition to the BBC’s main FM partner, Radio One in Delhi, Mumbai, Bangalore, Ahmedabad, Chennai, the programmes are available on Radio Chaska (Gwalior), Radio Choklate (Bhubaneswar, Rourkela), Radio Tadka (Jaipur, Udaipur) and Radio Tomato (Kolhapur) and Radio Misty (North Bengal and Sikkim).