Fever FM has launched its first ever TV campaign that takes forward its ‘Less talk, more music’ promise. Conceptualised by Lowe Delhi, the TVC broke on all general entertainment channels and music channels on October 10. The campaign will be a 360-initiative also involving print, outdoor and other activation activities.
The script for the TVC has been written by Anand Suspi, Creative Director, Lowe Delhi, while US-based CMI Films is the production house. Robert Benderson has directed the TVC.
Gowri Satyamoorthy Kapre, National Head - Marketing and Promotions, Fever FM, said, “Having launched our FM station in Kolkata – our fourth – earlier in 2008, we decided that this was the right time to consolidate Fever 104 FM as a brand and bring it to the next level. The new TVC embodies our brand communication of ‘Less Talk, More Music’. We have sought to make the ad a talking point for people. Our endeavour is to highlight a 24-hour experience in 30 seconds.”
Elaborating on the creative brief, Kapre said, “The creative brief given to Lowe was to reinforce that Fever 104 FM provides a great musical experience to the TG of 18-35 years. We wanted to communicate that the station is ‘All about music’ and that each song played on the station passes a likeability test and is then adjudged as a ‘Hit’.”
The TVC gives out a ‘no-nonsense’ vibe to communicate that Fever FM promises ‘Baatein Kum, Music Zyada (Less Talk, More Music) The TVC uses a male baritone voiceover on two sexy models. The voiceover states: ‘Music Ka Bukhaar, Fever 104’ following which the models groove to popular Bollywood songs. The girls sport the brand propositions of ‘Hottest Hindi Hits Lagataar’ and ‘Chalis Minute, Non-stop Hits’. The TVC ends with a voiceover asking them to repeat performance by saying, ‘Hey girls, ek aur baar!’ to which the girls say, ‘Ek aur baar? Tune in to Fever 104!’. The TVC ends with a characteristic funny laughter.
Talking about the FM channel’s future plans, Kapre remarked, “We have a packed calendar of different activities. We constantly endeavour to come up with innovative content to increase our listnership. We definitely hope to gain more licenses in the future.”
Fever FM launching a TVC might drive other FM players to join the TVC bandwagon. This just corroborates the fact that radio is no more a ‘hear-hear’ medium.