Fever 104 FM launches marketing blitzkreig with 'Ki Bolchchen Dada'

Media News

New Delhi, March 16, 2010

Sourav Ganguly relaxing on a couch and listening to Music. Is this scene that hard to imagine? Then you need to have a look at the campaign done by Fever 104 FM in Kolkata.

Yes you heard it right, the 'God of Offside' whom you have always seen on the cricket field hitting the ball for a boundary; is now a part of Fever 104 FM for a very unique programming initiative, Audio Blog called Ki Bolchchen Dada.

A great example of a marketing-cum-programming initiative which is a signal of Fever 104 FM Kolkata's intentions, Sourav Ganguly has been signed on to create some unique content and the city is also witnessing a mega visibility drive as a part of the campaign.

Dada has been roped in exclusively for a unique on-air audio diary. Ganguly has a tête-à-tête with his listeners as he unwinds and reveals his true self on-air. Dada also talks about and discloses secrets from his childhood days, school and college life, tit-bits from his cricketing career and personal life. Being a former cricket captain, Dada's career has taken him places; he has travelled far and beyond, Kolkata will witness as Dada brings alive the experience of his journeys.

This is arguably the biggest campaign any radio station has ever done in Kolkata in the recent past. The campaign boasts of print ads in leading Bengali and English dailies and outdoors in every nook & corner of the city. One can drive towards Garia or visit Barasat or stay in Behala and work in Howrah, the outdoor campaign is everywhere to be seen. There are also some trams which act like a moving hoarding plying in the streets of the city catching one's attention for sure! Furthermore, malls and multiplexes in the city have Sourav Ganguly asking people to listen to his radio diary. Other mediums used are Airport branding, bus shelters, gantry, foot-over bridges, metro stations, etc.

Mr. S Keerthivasan, Business Head, Fever 104 FM, said, "Fever 104 FM has great plans for Kolkata. 'Ki Bolchchen Dada' is certainly a big ticket activity for Kolkata. We have always been a leader in terms of its ideas and have endeavored to come up with engaging and fresh content for its listeners. Dada has a tremendous connect with the city, with our outdoor prominence and heavy out-of-home visibility; we have taken this passion a step ahead. The Radio Diary is a first for the radio industry and the innovative splash outdoor is equally great."

For further information, please contact:

Genesis Burson-Marsteller

Purnima Heble

Mobile: +919711209896

Email: purnima.heble@bm.com