MY FM adds punch to ‘Jiyo Dil Se’ campaign with exciting innovations

Media News

New Delhi, September 2, 2009

Taking the excitement of ‘Jiyo Dil se’ to the next level 94.3 MY FM has come up with the yet another innovative concept in their campaign. The new campaign, which was launched today across all 17 MY FM stations, reloaded with the leading characters Dimaag and Dil, with Dil winning over MY FM’s audiences. Through the campaign MY FM promises its listeners excitement, opportunities and offerings. The new campaign has been adapted to ‘Kyunki Dimaag to Dimaag hai, Suno Dil Ki, 94.3 MY FM ke saath Jiyo Dil se’ strengthens the philosophy of MY FM further.

After last year’s campaign called ‘Change the Rules, Stay Cool’, the new Dimaag vs. Dil campaign is the major clutter breaking campaign from MY FM this year and with this campaign MY FM has gone one step ahead in its commitment to bring only the best offerings for its listeners. Several new on-air concepts have been developed to provide listeners with an added zing and consolidating MY FM's image among the youth who have been deeply impressed by its brand philosophy 'Jiyo Dil Se'. Commenting on this new concept in their campaign 94.3 MY FM COO - Mr. Harrish M. Bhatia says, "We are very excited to launch our new campaign as it further strengthens our brand philosophy while constantly offering innovative and novel content to our listeners. MY FM has become well recognized with the tag line of Jiyo Dil Se and to further consolidate our brand philosophy, the new campaign has been developed keeping the listeners preferences and profile in mind."

Developed after an extensive research with Ormax, a leading research agency, MY FM’s new opportunities will bring an added excitement in listeners’ lives. With a committed attempt to localize radio listening, MY FM has put together different programming and music content for various regions, thereby differentiating the offerings while maintaining the ‘Jiyo Dil Se’ feel of MY FM. Programming, music and sparklers have been individually developed for each region to suit the desires and preference of the audience as indicated by the survey.

Several new shows and promos have been added to MY FM’s on-air bouquet with the new campaign. ‘16 Always’ broadcast between 11am-2pm followed by an exciting new request show called ‘Dil Chahta Hai’. ‘Naughty Raatein’ and ‘Oye Hoye Meenakshi’ are the latest offerings for the night show. The new shows have been designed to keep the listeners engaged and create an interesting interface. With the new shows, MY FM brings in a fresher and even livelier feel to the station which its listeners have become addicted to.

Apart from the new programmes, a plethora of new segments have been developed to bring MY FM closer to its listeners. A new weekly segment titled ‘Jo Hukum Mere Aka’ in the morning drive-time will have the RJ doing anything the listeners ask him/her to do, and the evening segment titled ‘Dil Ki Bhadaas’ will play the listening ear at MY FM and the RJ will hear out listeners’ calls for de-stressing. Two other shows will take a closer look at what impacts the lives of listeners in each city. The morning show will have the segment ‘Aankh Khuli toh Dil Yeh Bola’ which will have the RJs involving listeners to speak up and discuss various issues of public interest. The evening show will also have a segment called ‘Loudspeaker’ which will focus on regional and close-at-hand issues and discuss solutions.

All new shows and segments have been developed keeping in mind the YOUTH, a common goal of creating an on-air platform which listeners can relate to and get closely involved with. The creative idea for the campaign stems from a recently conducted comprehensive survey in 7 leading markets of MY FM where research results mapped the audience profile and preferences across various time bands. The campaign, developed by recently appointed Mudra Communications, takes the Jiyo Dil Se campaign forward through an array of novel changes in MY FM’s offerings.

The new campaign has been designed after a lot of research and not only are the content and packaging changing, but MY FM has also spiced up the programming and music content to ensure that its listeners are getting exactly what they are looking for when they tune in. The Dil vs. Dimaag concept emphasizes on the listeners’ inherent desires to live to the fullest and enjoy with MY FM, in true Jiyo Dil Se style.

For further information, please contact:

Lexicon Public Relations

Shruti Bhasin

Mobile: + 91 9899882546

Email:- shruti@lexicon.in