It was important for us to make sure that we are the voice of positivity: Harrish Bhatia, CEO, MY FM
DB Corpâs radio arm MY FM recently launched a new brand campaign with the punch line âChalo Aaj Kuch Achcha Sunte hai.â The campaign is created by DDB Mudra and aims to send out a message of unadulterated entertainment for its listeners. The idea takes form through a print and outdoor campaign supported by the station jingle.
Commenting on the launch of the new campaign, Rohit Mehrotra, Brand Head, MY FM, said, âWe want to take the brand to the next level. The idea is to position ourselves as a âfamily radio station.â âChalo Aaj Kuch Achcha Sunte Haiâ (Letâs listen to something good,) is in sync with the product promise of providing content thatâs meaningful, positive and energetic.â
Speaking on the campaign, Vandana Das, President & Management Partner, DDB Mudra North, said, âMY FM is a pioneering radio brand and it needed a campaign that was personal and had a connect with the listeners; a connect which will help evoke a sense of pride and ownership towards the radio station. This campaign does exactly that.â
We spoke with Harrish M Bhatia, CEO, MY FM, about the campaign and how the radio sector will perform over the next quarter. Excerpts:
How was the idea of the campaign conceptualised?
The campaign is rooted in our philosophy of âJiyo Dil Se.â The idea was to build differentiation by delivering on our promise of unadulterated entertainment. With the category getting narrowed to just beeps and mocking, we want to bring back the light hearted purposeful listening that radio always promised. With âChalo Aaj Kuch Achcha Sunte Hain,â the attempt is to inspire listeners to look at the brighter side of things. It promises wholesome and light hearted entertainment for all age groups.
Also, the idea touches upon something that all the cities we are in hold dear but now increasingly miss in their lives which is âpositivity.â As a brand, it was important for us to make sure that we are the voice of positivity and give them the comfort their heart needs.
How do you look at reaching out to the younger generation with such campaigns?
The beauty of this thought is that positivity in life is a universal need. The younger generation today is surrounded with so many avenues that highlight all thatâs wrong in this world. But we have made sure that they can look up to us and get access to the positivity they need. In fact, we believe that this campaign allows us to have a conversation with them beyond just music and gives us a wider platform to connect with them on mediums such as digital and on-ground.
Radio has always been a medium of innovation and awareness along with creativity, how does MY FM do it differently?
MY FM believes that it has a larger role to play in peopleâs life than just entertainment. Our current campaign is a huge reflection of that. This belief is also what propels our innovation and creativity. Our focus has always been to engage with our audience in different ways. One great example of that has been Jiyo Dil Se Awards which identifies the unsung heroes in our society, who work selflessly for the betterment of society.
How are you preparing yourself for the festive season ahead? What kind of campaigns could we expect?
Festive seasons generally see peaking inventory, hence any campaign during this period is avoided. There are lot of topical festive season based engagement we do On Air, like we just did Ek Rakhi Fauji Ke Naam on Rakshabandan. Likewise, we had plans for Independence Day and going forward, other important days.
How do you see MY FM performing in the second quarter this year?
Q2 is also witnessing impact of the policies. We are hopeful that September onwards, business will be better and the festive season will make the market sentiments better.
Has the implementation of GST cut down advertising spends by your sponsors?
GST implementation and its effects are passĂ© now. Advertising has already started picking up for categories like Automobile, Lifestyle, Banking and FMCG. Keeping the upcoming festive season in mind, this will improve further across categories September onwards.
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