Fever FM creates a studio on wheels for Pepsi

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | November 23, 2009
The beverage giant has partnered with Fever FM for the activity, 'Pepsi My Show My way'

Recently, afaqs! reported on Pepsi's outdoor campaign, executed on bus shelters, to drive participation through phone calls for its What's Your Way contest. Now, the beverage giant has partnered with Fever FM for an activity titled 'Pepsi My Show My Way'.

As a part of this on-ground activity, youngsters were asked questions pertaining to their life and situations they face. A 10-foot high mobile radio studio was built in the shape of Pepsi My Can. Radio jockeys from Fever FM, including Paran, Vidhi and Tuhin hosted their shows live from the customised studio.

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People with the wittiest and most hilarious answers got a chance to go on-air, by stepping into the canter and interacting with the RJs. All the action was transmitted to the listeners with the use of 3G technology. Another objective behind the activity was to conduct sampling of Pepsi My Can.

The mobile studio frequented youth hangouts across Delhi University campuses, and at Lajpat Nagar, PVR Saket and South Extension II. In the next few days, the activity will go to Mumbai.

Speaking on this initiative, Neeraj Chaturvedi, national marketing head, Fever FM, says, "Our radio station has a large audience base in the age group of 12-35 years, which attracted the client to sign up for this activity. Also, we are well-equipped to handle large-scale events and activities like these. Pepsi has always positioned itself as a drink for the youth, which works as a common thread joining both the brands."

"Youth is no more attracted to regular road shows conducted on stages and canters. That is why we decided to come up with the idea of a mobile studio," he adds.

For the record, with a view to focus on youth-related programming, Fever FM is also associated with Youth Nexus, an annual event at Delhi University.

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