Radio never had it so good. The medium is no longer about boring Hindi ad jingles, weather reports and uninspired announcements. Radio is evolving by recognising the importance of smart and effective marketing and innovative programming. And what better way than associating itself with Bollywood?
Radio stations such as Radio City and Red FM now do not simply play popular Bollywood songs after movies release, but play a much larger role in promoting the movie before it is released.
Recently Abhishek Bachchan's fans got a chance to hear the star for the first time on Radio City's morning breakfast show, 'Kasa Kai Mumbai'. The special show was aired on December 16, 2005. This exclusive appearance of Bachchan Junior on Radio City is part of the station's exclusive tie-up with producer Ramesh Sippy as the official radio partner for the movie 'Bluffmaster'.
As part of this association, there are some interesting initiatives such as a 'Radio Prequel' that has been happening on Radio City. The 'radio prequel' had fun filled contests like the 'Meet and Greet contest' and exclusive first interviews with the stars of 'Bluffmaster' to provide listeners information about the movie before they heard it anywhere else. This prequel was Radio City's attempt to get people excited about the movie before it released.
This special 'Kasa Kai Mumbai' programme, hosted by radio jockey Lavanya, discussed all that happened on the sets of 'Bluffmaster' with Abhishek Bachchan talking about his experiences while shooting for the film, his co-stars and his singing debut.
Fans also called to chat live with Abhishek Bachchan and listen to him sing the rap song 'Right Here Right Now' on the show.
Red FM, too, had undertaken a similar exercise for the comedy 'Neal 'n' Nikki' prior to its release. For 21 days Red FM had special on air promotions for the movie, which culminated in an on-ground treasure hunt on December 10, 2005. The theme of the treasure hunt was based on the lead character of the film 'Neal'. This association with 'Neal 'n' Nikki' gave listeners a chance to win makeovers, an opportunity to meet the stars and win movie tickets.
Said Abraham Thomas, COO, RED FM 93.5, "We are working very closely with Bollywood. These associations work for the radio station as well as the movie as the content and contests are built around the salient parts of the movie."
GO92.5FM was the first radio station to do an exclusive deal with RGV films and 'Road' (the promotion of which also won GO92.5 FM a RAPA award). This was followed by the music launch of 'Darna Mana Hai', which happened exclusively on GO92.5FM. Movies like 'Main Hoon Na' and 'Lakshya' also had exclusive tie-ups with GO92.5FM.
Shariq Patel, Station Head, GO92.5FM, said, "Producers are realising that promoting their movies on radio is an effective way of reaching out to audiences. Since any Bollywood related music and news is based on entertainment related content, these associations with Hindi films help radio stations to have innovative programmes and interact with the listeners."