With airwaves getting busier owing to an increase in the number of radio stations, there is a constant effort to connect with listeners. And on-ground is a smart pick for radio stations aiming to build recall in the masses. With this view, My FM announced Laakhon Ki Chori, an on-ground initiative in Chandigarh.
& #BANNER1 & #Until the end of this week, a ten-digit code beginning with 943 (the frequency of My FM) will be announced on the radio station everyday. Listeners can participate by SMS-ing MY (space) LKC to 54567 and get an automated reply, which gives them the code for the day.
Discussing the main objective behind the activity, Harrish M Bhatia, chief operating officer, 94.3 My FM, tells afaqs! "Our main aim with Laakhon Ki Chori is to provide an opportunity for our listeners - the residents of Chandigarh - to engage in an exciting and innovative venture. BTL activities provide headway for our listeners to experience the brand off-air."
The radio station claims to have received around 80,000 SMSes so far.
Bhatia adds, "BTL activities form an important medium to engage audiences with the brand. The idea of doing an on-ground activity is to get maximum people involved. Since there is large participation in such activities, it gives an opportunity for one-on-one interaction between the listeners and My FM."
The TG of the radio station comprises youth in the age group of 18-34 years.