Just having a great business proposition is not enough to fetch advertisements. Media agencies, time and again, need to be reminded actively of the proposition. A good way of doing that is to devise interactive games around the proposition. Keeping this golden rule in mind, My FM devised an interactive initiative called Paanch Ka Punch to engage media agencies.
After its last campaign, Satte Pe Satrah - The Power of 17, the radio station has come out with another initiative, called Paanch Ka Punch, targeting media and advertising agencies in Delhi and Mumbai. While Satte Pe Satrah indicated the presence of My FM in seven states with 17 stations, Paanch Ka Punch will make the target group focus on the radio operator's five-point brand proposition.
Ritu Chhabra, national brand head, My FM, talks about the thought behind the campaign: "This was planned as an extension to the earlier campaign. While we informed the agencies about our presence in 17 cities across seven states in the first round, in the second round, we took our five-point business proposition to these agencies in a fun filled, interactive way."
The five points that My FM discussed with the participating agencies were its wide network reach; differentiated content; aggressive marketing approach; listenership; and its market share in the cities.
Chhabra explains, "We not only have differentiated content playing in all our stations, we also have great network reach. We provide our advertisers the benefit of a great synergy with the print media as well, thanks to our parent group, the Bhaskar Group. In addition, our wide listenership base gives us a great market share in all the cities in which we have a presence."
The participants could spin the Wheel of Fortune marked with the five points of the proposition. Whoever hit any one of the five quadrants won a My FM goody bag, even as the RJs explained that particular proposition. My FM also played the audio reels of some of its popular shows such as Ustaad Current Ali Khan and My Ka Laal.
Chhabra says that the response was very encouraging. My FM covered six agencies in Delhi and seven in Mumbai, including agencies such as GroupM, Starcom, Madison, PME, Lodestar, Euro RSCG and RK Swamy. An average of 20 people participated from each of these agencies. My FM has also come out with a print version of the campaign, stating the five points, in some trade magazines.