television channels and newspapers using radio as an advertising medium, radio is also not hesitating in trying out other media for the same purpose. The case in point is Fever 104, which has launched a TVC.
The commercial, which is running on television, depicts two pretty young things, singing contemporary songs in a male baritone. The first lady starts off with saying, "Music ka bukhaar"; the other lady adds, "Fever 104". They mimic a few contemporary Hindi songs and the 30-second commercial ends with Mogambo-style laughter.
Gowri KapreSpeaking about the commercial, Gowri Satyamoorthy Kapre, national marketing and promotions head, Fever 104 says, "The fundamental objective of making the communication and the key message is that Fever 104 is the station that is all about music. We promise you less talk and more music, as exemplified by 40 minutes non stop music."
Fever 104 is present in Delhi, Mumbai, Kolkata and Bengaluru. The radio station decided that since they were firmly placed in these four cities, the TVC would indicate that it was time to reach the next level.
According to Kapre, the next level is in terms of driving a certain amount of buzz around the brand and driving overall top-of-the-mind brand awareness for Fever in the context of radio. The TVC is targeted mainly at the people who have perhaps flirted with the station or just about tried it out. "We want to motivate them to tune into our station on a more regular basis. For the regular listeners of Fever, the idea is to make sure that there is a higher degree of bonding and positive reinforcement with the station. And a creative like this would drive them to us," adds Kapre.
The scripting has been done by Lowe and was prepared in the last two weeks. This is the first instance of Fever doing a thematic brand campaign. "We are trying to address core brand messages and not really about promotion," says Kapre. The TVC will be supported by print and outdoor activity as well.
As far as voice modulation in the ad is concerned, Kapre says, "The idea is to make sure that people sat up and took notice. The moment you hear a really deep baritone male voice coming out of a pretty woman's mouth, it immediately creates that visual intrigue for someone to stay hooked and try and find out what the commercial is all about."