My FM tries to touch hearts with Jiyo Dil Se

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | May 26, 2010
The campaign projects My FM as the closest to listeners' hearts because of its differentiated and unique content

My FM has rolled out a brand campaign targeting advertisers, media buyers and its listeners. Conceptualised by the radio stations' creative agency Streetlife, the campaign projects My FM as the closest to listeners' hearts because of its differentiated and unique content.

The brand campaign is running across seven cities including Indore, Bhopal, Jaipur, Ahmedabad, Raipur, Nagpur and Chandigarh. It is also visible in other big advertising markets such as Delhi, Mumbai and Bengaluru.

Commenting on the objective of the campaign, Harrish M Bhatia, chief executive officer, My FM, says, "With the brand's Jiyo Dil Se proposition, My FM's connect with its listeners is of a much higher emotional value. We don't base our performance on mere numbers. The campaign is aimed at highlighting our wide variety of offerings for our listeners and the opportunities available for advertisers to connect with this wide base of target audience."

The brand campaign focuses on the different sets of listeners that the radio station commands on the basis of its tailor made programmes. The communication message highlights the fact that the radio station has premium offerings targeting various audience segments through the day.

With the month long campaign already in progress, the radio station, as of now, has no plans to launch new shows. According to Bhatia, My FM currently aims to promote its existing shows such as My Icons and Shaan-E-Ghazal through the brand campaign.

As part of the campaign, the My FM network is running about 40 radio spots per day across its stations in seven cities to communicate the message that it's closest to the listeners' hearts.

My FM, operating as a part of Synergy Media Entertainment, a wholly owned company of the Bhaskar Group, is using the group's two publications - Dainik Bhaskar (Hindi) and DNA (English) - to increase the visibility and reach of its brand campaign.

SMS push, e-mailers and trade handouts are being employed to reach out to the advertisers and media buyers. The radio station is also carrying out various interactive activities on the premises of media agencies across seven cities.

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