Top Story


Home >> Media - Radio >> Article

BlackBerry initiates ‘action-packed’ radio campaign

Font Size   16
BlackBerry initiates ‘action-packed’ radio campaign

Along with TVCs and extensive outdoor campaigning, BlackBerry has taken an action-packed on-air approach. The campaign showcases the strengths of BlackBerry as a brand that support individuals to get things done. It has been launched over 20,000 radio spots across the country.

‘Action starts here’ is a national brand campaign launched in August 2012. The red icon or the ‘splat’ is a symbol of action which is unique to BlackBerry. The radio campaign begins with the ‘My action starts here’ jingle and goes ahead to reflect the association of action with BlackBerry.

Krishnadeep Baruah, Director Marketing – India, RIM said, “The campaign is aimed at cutting across demographics and encompassing a larger target audience under the overarching tag of ‘people in action’.”

“It’s for people of action who put more into life to get more out of it. No matter what the action is, it starts here with a BlackBerry. It is the symbol of a new message incoming as an icon of action. The splat is used as a rallying symbol for those who seek to action and find opportunities in any situation,” Baruah added.

On-air contests powered by the ‘Action starts here’ theme will be seen soon.

Research In Motion and BBDO have designed the entire campaign after six months of strategic and creative planning.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...