Radio Tadka 95 FM, which launched its services a few days back, has roped in celebrities like Abhijeet Bhattachrya, Sunidhi Chauhan, Shaan and Kailash Kher for the campaign to promote its radio station in Jaipur.
“I liked the idea because radio is about entertainment, and hence, the advertisement must communicate fun and music. Also amongst various brands this was a unique approach for any FM station as no other station has used as many as four celebrities, each representing a different segment. We found this idea stronger than using a single celebrity as a brand ambassador as it communicates range,” explained Siddharth Kothari, Director, Rajasthan Patrika, promoter of Radio Tadka.
The FM station has launched programmes like ‘Solid Breakfast’ and ‘Thadi.com’. It has also started a programme called ‘Bolti Bund’, which plays only music without any RJs. The station also plays English music in the ‘After Hours’ programme after midnight.
Rajasthan Patrika has won licence for four stations in Jaipur, Kota, Raipur and Udaipur under FM Phase II expansion. Apart from Radio Tadka, Jaipur also has MYFM from Bhaskar Group and Radio Mirchi.
Meanwhile, Radio Citi is said to be conducting test runs of its FM channel. South Asia FM has also won FM licence for the Pink City.