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Radio One expands ‘Fataafat’ into a full-fledged national brand campaign

05-January-2009
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Radio One expands ‘Fataafat’ into a full-fledged national brand campaign

Post its foray in Kolkata, Radio One now has presence in seven metros with Mumbai, Delhi, Bangalore, Chennai, Ahmedabad, and Pune being the other markets. In order to strengthen its brand positioning as a metro innovator and specialist, Radio One, which targets the urban youth, SEC A and B, 18-34, has launched a music video, ‘Ek Dum Fataafat’, on Eros Music, written and produced by their in-house band ‘NEO’.

The shorter version of the music video is breaking across media on January 5, 2009 as a TVC. Interestingly, this is the first campaign of this scale that Radio One is embarking on. The TVC would air on all music channels, including MTV, Channel [v], B4U, 9XM and Zee Music, among others. The campaign will also go across other mediums such as OOH, radio, cinema, where it already broke with the movie ‘Ghajini’, and on the cable platform as well.

The song is based on the ‘fataafat’ theme of Radio One, revolving around the youth asking for love, money and fame ‘fataafat’. The idea allowed Radio One to play its music on competing radio stations as well. To add to the innovation, a yellow ball appears in the music video, which would be subsequently taken forward on the on-ground level as well, wherein the station would be gifting yellow balls to its listeners and other stakeholders.

Vineet Singh Hukmani, CEO, Radio One, explained, “We wanted a connect with the brand that is musical in nature since radio is more about music and we needed something that strengthens our promise of love, money and fame fataafat to our TG, what we call as the ‘fataafat generation’. So we set out to write and produce the song in-house and then released the music video first on television and on the web and now as a TVC in media.”

“We wanted to test if it was a good song in its own right and we are happy that the music channels supported us by playing it as part of their playlist. We have also heard that a couple of other FM stations had also played it – they did not know that it was a Radio One song since the brand was not revealed,” he added.

Initially it was not revealed that the song had anything to do with the FM station, however, on December 15, 2008, Radio One announced that this was their brand song and that NEO, an anagram for ONE, was their in-house band. The song has been written and performed by members of the in-house band and also comprises Hukmani.

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