My FM: It's raining money

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | July 21, 2010
The activation is being carried out for seven days in seven cities

If you thought guessing was fun, now is the time to use your instincts to make yourself rich. This monsoon, My FM, the radio station from the stable of Synergy Media Entertainment (SEML), a wholly owned company of the Bhaskar Group, plans to drench its audience with money through its on ground activity, Paiso ki Baarish.

To engage with listeners, increase brand recall and drive home its brand proposition - Jiyo Dil Se - the radio station will disburse more than Rs 7 lakh through the initiative.

Paiso Ki Baarish revolves around a car, called the Maal Gadi, which contains a see through sealed box filled with cash. The Maal Gadi is flagged off every day from different locations in the city and travels covering key touch points and residential societies to create awareness and drive participation for this activity.

To participate in the activity and win the cash prize being given out every hour, the listeners have to guess the amount in the box. The listener who guesses closest to the amount will be entitled to win the entire cash. During the hourly programmes, the radio jockeys (RJs) will pick a winner with the closest guess and announce it live on air.

Listeners can also participate by spotting the box in the city and sending SMSes on the dedicated number, 54567, or by registering their guesses on the website.

The activity will be carried out for 12 hours each day, starting at 9 am and going on till 9 pm; every hour, listeners can guess the amount and win the prize money. At the end of seven days, the listener with the maximum correct guesses will stand to win the grand prize of Rs 1 lakh.

The activation aims to bring alive the radio station's brand proposition, which fulfils the listeners' obsession for money by giving them an opportunity to literally get richer every hour.

Commenting on the initiative, Harrish Bhatia, chief executive officer, My FM, says, "By introducing Paiso ki Baarish, we endeavour to spread the spirit of Jiyo Dil Se by connecting it with their obsession."

The activity is targeted towards listeners in the age group of 18-35 years. However, there are no eligibility restrictions for participation.

The week long activation began on July 19 and will cover seven cities, including Indore, Bhopal, Raipur, Jaipur, Ahmedabad, Chandigarh and Nagpur.

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