Radio as an interactive medium allows brands to do innovative on the ground activities to bond better with the consumers. One recent example is Power FM, which took the brand Lux Body Wash closer to the consumers in one such activity centering around the night clubs of Kolkata.
The core target group (TG) of this product is young college girls and smart young executives. Keeping this in mind, the Power FM RJ and the local brand ambassador of Lux Body Wash visited several nightclubs in the city and chose one lucky girl who won an entry pass for the Fardeen Khan Fantastic Female party that was held in Kolkata on July 19, 2005.
The duo also distributed attractive gifts courtesy Lux Body Wash to the winners. Live crossovers were conducted from the venue to sustain the hype and after the promotion got over, winners’ sound bytes were played on air to share their excitement with the listeners.
Ten pretty girls got the chance to ask a question to Bollywood star Fardeen Khan, and the girl with the best question won an exclusive dinner date with the celebrity.
Bengali channel Aamar FM carried another such interactive on the ground event, Aamar Vatika Sundori, a pre-launch campaign for Vatika Honey and Saffron soap. In this case, the TG was the housewives in the age group of early twenties to mid-thirties. The campaign was designed to select local beauties through beauty contests.
The Aamar RJ and a beautician visited various locations in and around Kolkata. On air announcements were made to inform about the route plans and the activities to be held at these locations. From each location one ‘Vatika Lady’ was selected, crowned and photographed along with the first and second runners up.
All the winners won prizes from Vatika and Aamar FM. The response was tremendous and 70 beauty queens were selected from 25 locations.
Brands like Horlicks, Medikar, Ruchi Soya, and Pepsi among others have also participated in such on the ground events along with Aamar FM in the past. These events have helped bring the brands closer to their target audience in a very direct manner.
Given the low cost of radio as a medium, and its localised nature, more and more brands are likely to turn to it to tap the Kolkata market, which has its own subculture and localised opportunities.