ICC CWC'11: Getting radio active with gusto

While television and print have gone all out in their World Cup activities, not to be left behind, radio, too, is being looked at as a medium for some innovative advertising.

e4m by Shubhangi Mehta
Updated: Feb 22, 2011 9:37 AM
ICC CWC'11: Getting radio active with gusto

As a medium gathering respect all over again, nearly every radio station has lined up some form of content or tie-up to leverage the ongoing ICC World Cup 2011.

92.7 BIG FM, the official radio partner for the ICC Cricket World Cup, has launched an on-air campaign, ‘Boundaries for Books’, in association with Reliance Life Insurance, ICC and Room to Read. This radio campaign is being launched as an extension to group company, Reliance Life Insurance’s property ‘Boundaries for Books’, wherein every single sixer will provide at least 30 disadvantaged children with access to fully functional libraries with local language and English books as well as trained teachers.

They also have an on-air campaign featuring the likes of Sachin Tendulkar, MS Dhoni, Virender Sehwag, Yuvraj Singh, Gautam Gambhir, Ricky Ponting, Michael Clarke and Jacques Kallis, to name a few, along with leading Bollywood stars coming forward in support of the initiative by donating money to the cause as well as encouraging listeners to donate Rs 50 or more. BIG FM RJs are asking the general public to join the movement to fight illiteracy. The campaign kicked off on February 19 and will run for a 45-day period, culminating with the ICC Cricket World Cup 2011.

Meanwhile, Pepsi and Radio Mirchi have come together to change the game on Mirchi in a unique way. The morning of February 15, 2011, started for listeners of Radio Mirchi by being greeted by their favourite cricketers who turned RJs, hosting the shows from the Mirchi stations, instead of the regular Mirchi RJs. MS Dhoni, Viraat Kohli, Suresh Raina and Virender Sehwag were among the players who turned Radio Mirchi RJs for a day.

Radio One, in association with LIC, has come up with an anthem for its cricket fans to sing and cheer the team during the World Cup. The song has been composed by well-known singer and composer Leslie Lewis, written by Swanand Kirkire and has been sung by Shaan and Kailash Kher.

For this initiative, Radio One had put up graffiti walls in over 25 malls across the country to serve as a medium for cricket lovers to find a title for the Indian Cricket Anthem. A lot of people had selected the phrase ‘Go India Go’ and hence, the anthem was titled ‘Go India Go’.

In addition to this, the World Cup winning squad of 1983 will host ‘Cricket - play your music day’ on Radio One, which has seven stations operating in Delhi, Mumbai, Bangalore, Chennai, Pune, Ahmedabad and Kolkata.

PlanetRadioCity’s web radio has got on board well-known sports journalist and cricket expert Ayaz Memon to take listeners behind the scenes of all the cricket action in its latest show, ‘Cricket World with Ayaz Memon’. This exclusive show will offer a complete lowdown on news, views, details and tittle-tattle on cricket.

In his unique style, Memon will talk about the teams, coaches and management. The first hour will comprise various segments like ‘Cricket This Week’, which will be a weekly round-up of all the events from the world of domestic and international cricket. This will be followed by ‘Ayaz’s Crystal Ball’, where he will give predictions for upcoming matches. ‘The Bouncer’ will have Ayaz’s Crazy Cricket Question based on some cricket incident or match. The second hour of the show will have exciting trivia on Cricket Legends. This will be a special segment highlighting personal and professional life of legends from the world of cricket, high and low phases of career, peers and team members of the legends, innings of life and much more. Top 5 Cricketing Nations of the week, Highest Gainer/ Loser, Dark Horse of The Game will be covered in PRC Cricket Rating.

Another segment, ‘From the Dairies’, will have anecdotes from the past in today’s context – from books, biographies, quotes to unreported and unpublished controversies. PlanetRadiocity’s web radio will play the favourite songs of cricket stars in ‘Star Playlist’. Listeners can also send questions to Memon, which will be answered by him at the end of the two-hour cricket ride with a special segment ‘Howzzat’.

Fever 104 FM, in association with ESPN-STAR Sports, the official broadcasters of the ICC World Cup 2011, played out its very own superstition to ensure that Team India enters the tournament on a strong note. Three hours of non-stop music as a new and innovative radio programming format before the start of the India/ Bangladesh match was Fever’s way of ensuring India’s successful start to the ICC World Cup 2011. Fever 104 FM stopped all ads/ commercial breaks and did not talk about anything but cricket.

In addition to this, Fashion@Big Bazaar, in association with Percept Media, kickstarted the cricket fever with an interesting combat amongst the RJs of Radio City 91.1 FM, Big 92.7 FM, Radio One 94.3 FM and Fever 104 FM in Mumbai, Delhi, Bangalore and Kolkata. Every team had 12 players, including two RJs in a 10-over match. Three matches were played in every city on February 19, 2011.

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