A Clear Understanding

By Devesh Gupta , afaqs!, New Delhi | In Media Publishing | August 21, 2014
My FM latest campaign shares some secrets, which have always been there but not known to the people.

My FM has launched its latest campaign titled 'Local Understanding' targeted at big corporate houses where it gives out information about things that have existed for years but not many know about.

My FM Local Understanding Campaign

Some of the creatives of the campaign include: 'Prince Albert turned Jaipur Pink in 1876', 'Ahmedabad is the largest supplier of Denim in India', 'Chandigarh Rock Garden was secretly made at night', 'The gates of Lal Bagh in Indore are replica of the gates of Buckingham Palace in London'.

Says Harrish Bhatia, CEO, MY FM, "Radio is a local medium, and we understand these local markets well. It is not a side medium for any brand but one where they can directly reach out to the specific geography. So, through this campaign, we share information which has already existed but not known to the most." He adds that My FM understands these markets and the preferences of the consumer in these markets.

My FM has always positioned itself as 'India's Local FM Network'. The channel is reiterating this positioning through this campaign, which is being promoted on digital, e-mailers, radio and trade media print publications. The idea behind the campaign is to reach out to corporate houses. The radio channel - owned by the Dainik Bhaskar Group - has stations across 17 cities. It has a strong focus on the niche market (Tier II-Tier III Cities).

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