To promote its programming initiative, an audio blog called Ki Bolchhen Dada, Fever 104 FM is carrying out an extensive outdoor campaign across Kolkata from the first week of March. For the initiative, the radio station has roped in cricketer Sourav Ganguly, popularly known as Dada in his hometown, to create some unique content for the audio blog. The city is witnessing a mega visibility drive due to this marketing-cum-programming initiative. Fever FM has reportedly spent Rs 2 crore for this out-of-home activity.
The target audience of the campaign comprises people in the age group of 18-34 years.
Talking about choosing Kolkata for the campaign, S Keerthivasan, business head, Fever 104 FM, says, "This promotional activity has been done purely from a marketing standpoint. We have planned this for Kolkata as we believe the city has a huge potential. Hence, we took such an aggressive step for the first time in the city."
The outdoor campaign has painted the town in red with Fever FM posters in various areas such as New Alipore Island, Park Circus, Park Street, Hiland Park, Prince Anwar Shah Road, AJC Bose Road, Tollygunge, Camac Street, Deshapriya Park, New Market, and South City Mall, to mention a few.
"One can drive towards Garia, visit Barasat, stay in Behala, or work in Howrah - the outdoor campaign is everywhere to be seen," adds Keerthivasan.
Malls and multiplexes in the city have posters of Ganguly asking people to listen to his radio diary. Bus shelters, gantries, footbridges, metro stations and Kolkata airport have also been included in the campaign.
Keerthivasan further adds, "It was a conscious decision to go with Sourav Ganguly as he is a big name in Kolkata. We did not plan the campaign based on sponsor revenues. The sponsors that came on board were not looking at the revenue part initially, but were more concerned about the impact of the campaign. In that regard, the campaign has done really well, with our shares going up 10 per cent."
The campaign, which will continue for the coming six months (taking a short break during the IPL season), will also involve print advertisements in the Bengali and English dailies of the city.