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My FM challenges the robber in listeners with Laakhon ki Chori

By Rohit Nautiyal , afaqs!, New Delhi | In Advertising | November 27, 2009
The radio station launched an on-ground activity in Chandigarh to build a connect with its TG

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.

To create buzz around the activity, My FM ran teasers on radio and in print. On November 21, a press conference was held in DLF City Centre, IT Park, Manimajra, where an electronic safe carrying Rs 1 lakh was placed in the mall by Roshan Sunkaria, municipal commissioner of Chandigarh. My FM RJs were also present at the conference.

& #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.

Listeners will be asked to show this message when they try their luck at the mall, by using various combinations of the codes to open the safe. The codes announced previously are also repeated on-air, so that those who missed out can still participate.

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.

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