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The songs that reflect radio players’ brand values

16-January-2012
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The songs that reflect radio players’ brand values

Radio stations across the country have been airing songs for years, packaging them for different time bands and listeners. Radio has also made its way into advertisers’ media plans. Each radio station seeks to create differentiation in terms of brand, programming, even its radio jocks.

Giving a twist to the radio tale and to bring in some lighthearted sound bytes, exchange4media asked some leading radio players which song their radio station associates with the most and if they were to brand that song, how would they go about it.

Here’s what they had to say…

Vineet Singh Hukmani, Managing Director, Radio One

Song that Radio One associates with the most: Brand New Day by Sting

If you had to brand it then... : I would plug in three popular brands – Visa, Samsung Mobile, BMW X1. I would tag the song with these messages such that the positive lyrics of the song rub off on the brand. Visa Bill pay stands for the brand new way to pay – starting on a brand new day. Samsung stands as the new global number, one mobile brand – starting on a smarter way. Brand new BMW X1, which stands for a new experience every day.

Suresh Sanyasi, National Sales Director, Radio Indigo

Song that Radio Indigo associates with the most: Party Rock Anthem by LMFAO

If you had to brand it then… : I would associate three young brands to it – Red Bull, BMW and Blackberry. Apart from this, the few branding exercises that can be thought of is to make a re-mastered version with a twist in the lyrics to relate to Radio Indigo and play it on our station as a promo and cross promote it on other stations. We could get in touch with LMFAO’s record label to get them to sing it for us and endorse it and the station. We could also make a contest where we ask people to join in on the biggest party and send in their videos showing the rocking parties. Interesting clips could be incorporated into a final one and be sent out as a viral and played as a commercial on various GEC TV channels and end with a statement that says: “Get in on the biggest party. Join the party rockers. Tune in to 919”, make it available for download on a leading telecom network, get celebrities/ DJs/ singer who love Indigo to endorse it at their gigs.

Rabe T Iyer, Business Head, Big FM

Song that Big FM associates with the most: Suno Sunao Life Banao – “Celebrations on the go…”

If you had to brand it then… : Big FM unveiled its refreshing new jingle this New Year - Suno Sunao Life Banao – “Celebrations on the go…”. Through this launch, Big FM reaffirms and brings to light the ethos of its platform as a source of entertainment and not just another destination for Bollywood music. The new jingle is a reflection of Big FM’s new identity as a brand that truly celebrates life by partnering people and their varied passions. All mass appeal brands that are positive, optimistic towards future and celebrate life in totally fits into our newly launched jingle.

Ashit Kukian, COO, Radio City

Song that Radio City associates with the most: Aa Dekhein Zara from the film ‘Rocky’

If you had to brand it then… :
‘Aa Dekhein Zara’ symbolises our brand’s core values – thought leadership and innovation. The song personifies our spirit of facing challenges with a positive attitude and our passion and perseverance to be the leading position in the market. Radio City has an edge in music innovations because we play a wide gamut of music – from golden oldies to the latest chartbusters. Our marquee music property, ‘Musical-E-Azam’, can be a great platform for any brand to promote itself on radio.

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