Radio One readies for Chennai launch, focuses on branding

Radio One will launch its Chennai station on January 10, for which it has some interesting marketing and branding initiatives in store

Radio 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.

Radio One readies for Chennai launch, focuses on branding

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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