afaqs!

Fever to launch Kannada TVC in January

By Justin Thomas , afaqs!, New Delhi | In Media Publishing | December 23, 2008
The TVC is identical to the Hindi one, barring, of course, the language

After & #BANNER1 & # launching its Hindi TV commercial, Fever FM will launch the Kannada version of the TVC in the first week of January. Anjali Paul, station head, Bengaluru, Fever FM, confirms this to afaqs!: "The TVC message is that Fever is Bengaluru's awesome music station, indicated in its punchline, 'Bengalurina bombaat music station'."

The commercial is identical to the Hindi version, the only difference being that Kannada is the medium of communication here. The TVC depicts two pretty young things singing in a male baritone.

When asked why the TVC wasn't launched along with the Hindi version, Paul says, "Earlier, the station used to play both Hindi and Kannada music. Since November 17, the station has become all Kannada, so the time was ripe to introduce the TVC."

Speaking about the commercial when the Hindi version was launched, Gowri Satyamoorthy Kapre, national marketing and promotions head, Fever 104, had said, "The fundamental objective of making the communication and the key message is that Fever 104 is a station that is all about music. We promise you less talk and more music, as exemplified by 40 minutes non-stop music."

The scripting has been done by Lowe and the TVC was shot in Los Angeles. As far as voice modulation in the ad is concerned, Kapre said, "The idea was to make sure that people sat up and took notice. The moment you hear a really deep baritone male voice coming from a pretty woman, it creates a visual intrigue that makes you watch till you find out what the commercial is all about."

The Bengaluru station was launched in March 2007. Fever FM is present in four cities, Delhi, Mumbai, Bengaluru and Kolkata.