Radio Indigo 91.9 FM, a Jupiter Capital venture which was launched in Bangalore on September 19, has awarded its creative business to Asymmetric Advertising following a multi-agency pitch. With this win, Asymmetric will be handling all creative work for Radio Indigo. There were 5 agencies in fray for this account.
“Asymmetric Advertising aptly understood our brief and communication requirement. Their communication was clear, straightforward and very focused, which was in line with the product requirement, that is, music and brand DNA, and gave it a very international touch targeting the right listeners – music lovers,” said K Sanjay Prabhu, COO, Radio Indigo.
Speaking on the win, Ryan De Souza and Angelo Raj, both Managing Directors at Asymmetric Advertising, said, “Being a strategically creative agency it was intriguing to work with Radio Indigo and come up with something that would appeal to the target audience without diluting the positioning of ‘The Colour of Music’.”
The brief provided by the client was to position the radio station to cater to English music aficionados in the city, playing a wide range of genres like pop, classic rock, hip hop, jazz, world music, etc. “The campaigns have been executed with an innovative and exclusive touch as Radio Indigo caters to the ‘up market’, targeting SEC A+, A and B segments. All campaigns are worked on the basis of our positioning of ‘The Colour of Music’ – if music were to take on a visual identity, it has to be Indigo. Indigo is the new definition of music,” Prabhu further said.
The teaser campaign of the station showcased an indigo colour paint splash and a paint roller brush painting the city in colour indigo, stating “Indigo, the new colour of music arriving on 9/19”. It was followed by the launch campaign with visuals of paint streaks depicting different genres of music played by the radio station. The campaigns have been executed with the outdoor medium playing a significant role.
Radio Indigo has won two FM licences – Bangalore and Goa – under the Phase II FM expansion.
Radio Indigo hits Bangalore airwaves, India gets its first ‘non-mass’ station under FM Phase II