Radio One readies for Chennai launch, focuses on branding

By , agencyfaqs! | In Media Publishing | January 09, 2007
Radio One will launch its Chennai station on January 10, for which it has some interesting marketing and branding initiatives in store

Radio & #BANNER1 & # One 94.3 FM will flag off its fourth station in Chennai on January 10. The station will be all Tamil and will cater to a young and young at heart audience. It will be positioned as a 'non-stop hits' radio station. Radio One already has stations in Mumbai, Delhi and Bengaluru.

Radio One is implementing a mass marketing campaign for its Chennai launch. It is advertising heavily in the press, theatres, malls and multiplexes and using both outdoor and on-ground activities. Talking about the unusual communication, station head LV Navaneeth says, "We have designed advertisements in the form of movie posters as part of the branding exercise." A move clearly designed to cash in on the popularity of Tamil films in the metropolis.

LV Navaneeth
The station has also identified about 2,000 small tea-shops in high-traffic areas in Chennai. The glasses at all these tea-shops and around 300 of the shops themselves have been branded with the name and logo of Radio One. The station will also hold on-ground activities such as road shows to announce the launch.

The Chennai station boasts of a journalistic team to report on day-to-day happenings in the city, events and issues concerning the youth such as education, jobs and careers, health, sports and entertainment.

It has launched a 'Celebrate Chennai' programming initiative involving celebrities from the Tamil film industry. The celebrities will host a morning show every day for 50 days. The station has already got a line-up of sponsors for this initiative, including Dabur Vatika, Cycle Brand Agarbathi and Lalitha Jewellery, a Chennai based jewellery brand.

Radio One will soon launch more stations in Pune, Kolkata and Ahmedabad.

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