Radio One, the joint venture of BBC Worldwide and Mid-Day Multimedia, has launched ‘Deal Days’ for Wednesdays in its Delhi, Mumbai, Bangalore and Chennai stations. The initiative will soon be launched in Ahmedabad with the launch of the station there.
Vineet Singh Hukmani, CEO, Radio One, commented, “Radio One’s ‘Deal Day’ is a part of programming that allows us to engage young urban shoppers with interesting exclusive deals. We are the first to launch this in the radio space and will continue innovations for the community that we are targetting.”
Explaining the rationale behind such an initiative, Hukmani said, “In our interaction with listeners, we felt the youth needed a ready reckoner for deals in the market and the challenge for the programming team was to make this interesting. We feel we have succeeded on both counts. The deal day allows Radio One to be one kind of radio metro mall for retail that truly engages the young urban listener.”
The retail brands that have come on board for ‘Deal Days’ include Motorola, Sony Explod, Levis, Automax, Wavetel, Sansui, Spykar, Lenovo and HCL, to name a few.
“The response from the market is a clear indicator of the impact that our station has on our TG as we are focussing on our specific community’s needs. The retailers are excited as our station is delivering on their objectives to communicate with their customers and convert it to a definite sale,” added Hukmani.
The launch of ‘Deal Days’ would be coinciding with the expected Diwali boom for high value products, and Radio One is certain to deliver great deals to its listeners during the festival period.
Hukmani added, “With most FM players playing the reach game, Radio One has decided to focus on building its salience within its strong metro youth community. Our various community initiatives, like the highly successful college radio championships, have built our brand well among the age group of 17-22, and we hope to do complete justice to our differentiated brand approach and deliver value to our client partners.”