My FM sets up brand activation division

By Rohit Nautiyal , afaqs!, New Delhi | In Advertising | March 23, 2010
Headquartered at the corporate office of the company in Noida, specialised teams of the activation division will be present at each of the 17 stations of the brand spread across Tier II and Tier III cities

My FM, the radio station from the stable of Synergy Media Entertainment, a wholly owned company of the Bhaskar group, has launched an activation division. The new division will focus on creating specialised on-ground activations to add value to the station's offering of advertising and other consumer marketing opportunities for its advertisers.

& #BANNER1 & #The radio station plans to make 15 per cent of its annual revenue from the new division.

While the activation division will be headquartered at the corporate office of the company in Noida, specialised teams will be present at each of the 17 stations of the brand, including Ahmedabad, Ajmer, Amritsar, Bilaspur, Bhopal, Chandigarh, Gwalior, Indore, Jabalpur, Jaipur, Jalandhar, Jodhpur and Kota, amongst others. Currently, the company is hiring for the division, apart from identifying members from the existing pool of employees.

The higher management of the division will be announced in the first week of April.

Discussing the reason behind venturing into the activations business, Harrish M Bhatia, chief operating officer, My FM, says, "The business of activation has been showing steady growth in the past two years as there is a rise is the number of clients interested in reaching their consumers through experiential marketing. Our new division is an attempt to provide structural working of activations."

Besides My FM, DB Corp's media business includes ownership of print media (Danik Bhaskar with 27 editions in nine states and Divya Bhaskar, with eight editions in Gujarat and Maharashtra); and the Internet (, an entertainment portal). Its foray into the activations segment will help the group offer better cross media deals to its clients.

Bhatia shares that the strong presence of Bhaskar's print business in Tier II and Tier III cities will provide the activations business with a better understanding of these markets. Also, he adds that there is a huge difference between what clicks with the audience in metros and in the Tier II and Tier III cities. According to him, advertisers from consumer durables, telecom and FMCG segments will be interested in using activations to reach their TG (target group).

In the past, the radio station has taken up events for brands such as Dabur, LG and Real Estate Bank India (REBI), a real estate services company.

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