Encouraged by the tremendous response received last year, Friends FM is doing a re-run of its ‘Saat Din e Saat Gaadi’ contest. The initiative is to induce more trials and thereby, capture a larger listener base. The contest had generated nearly one million SMSes in 2007.
The contest is on air from August 4 to 18, wherein seven lucky Friends FM listeners will get the opportunity to win seven brand new Maruti 800 cars. All one needs to do is tune in to the FM station and SMS the correct answer to the question asked on air.
The two-phased marketing promotion included a teaser, followed by the actual contest being revealed through radio promos, print advertisements in Ananda Bazaar Patrika and The Telegraph, hoardings in Kolkata, TV commercials on Star Ananda and Sangeet Bangla. In addition to these, there on-ground activities are being held at the Mani Square Mall in Kolkata.
Commenting on the initiative, Jaideep Banerjee, National Head-Programming, Friends FM, said, “Now that the RAM results over the past couple of weeks have been positive for us, we would like more listeners to sample our station, and we are confident that we will be able to retain a large chunk and thereby, create a bigger listener base. Also, we would like to reward our loyal listener base, which is growing each day.”
Rohit Nyss, Head-Marketing Services, Friends FM, added, “Since the launch of the channel, our focus has been on our core TG, which has reflected fantastically in the RAM results, wherein we are the No. 1 in SEC AB, 20+, male/female consistently in the RAM results over the past several weeks, and we felt it was time to now broaden the base and induce more trials for our station. The timing is perfect as we wanted to do a promotion only after getting a realistic picture of where we stand in the RAM results without doing any marketing activities. The results have proved that the product is appreciated and well accepted among listeners.”