MY FM launches a rap anthem

The rap song, which talks about the radio channel's content and process of song selection, is being promoted online.

Dainik Bhaskar Group's radio station, MY FM, has created a rap anthem, in association with singer Badshah, to be aired on its channels across the country. The anthem was launched on July 9. The video of the same was also released on YouTube.

Keeping up with the current music trend in the country, the anthem is a rap which talks about MY FM and its focus on listeners and procedure of song selection, among other things. It also highlights the channel's tagline, 'Jiyo, Dil Se' and hopes to build brand connectivity.

An integrated marketing campaign has been launched to promote the song through various platforms of traditional and online marketing. The campaign is being promoted heavily in the group's newspapers, Dainik Bhaskar & DNA. Online platforms like YouTube and Facebook are also being used for digital promotions. Other than that, the anthem is also available as a ring tone across various mobile operators.

Viplove Gupte, national programming head, MY FM, says, "The idea was to create an anthem for radio. While exploring the options on who should create this anthem, one name came up very prominently – one who was not only popular, but supremely talented too – Badshah."

Harrish M Bhatia, CEO, MY FM, adds, "This initiative is a first of its kind. No other radio station in the world has ever created a rap anthem describing the content of the radio station. Not only does it showcase what our philosophy is, but also how we bring unique content to our listeners. The rapper Badhsah meets Radio ka Badshah." He further adds, "I am excited to see the response from listeners, this rap is especially for our listeners and also to take our philosophy forward by telling our credo in a fun, musical way."

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