Oye! 104.8 FM Sabse Filmi launches Bollywood-inspired TVCs

Media News

New Delhi, November 17, 2011

India’s most filmi radio station is all set to go visual with the release of new television commercials. Oye! 104.8 FM, the only radio station dedicated to Bollywood content, has collaborated with renowned Bollywood director Pradeep Sarkar to create TVCs that highlight the filminess of everyday life in India.

The commercials are based on Oye! 104.8 FM’s popular feature Khas Peshkash, where hit Bollywood songs are reinterpreted in a Ghazal format. In the spirit of the Indian practice of using Bollywood songs in everything from jagratas to ring tones, Oye! 104.8 FM’s musical team recasts Bollywood’s latest techno-infused hits like “Chhammak Chhallo” and “Munni Badnaam Hui” in the more traditional ghazal format.

Khas Peshkash, which has become one of Oye! 104.8 FM’s most popular feature was an instant hit with critically acclaimed Bollywood director Pradeep Sarkar. “Yes, I want to do it…” said Sarkar as he was greatly enthused to bring a visual dimension to the parody, situating it in the ordinary yet filmi backdrop of everyday Indian life.

The spots are based on Khas Peshkash versions of hit songs like “Sheila K Jawani”, “Bhaag D K Bose,” and “Munni Badnaam Hui” each exploring a familiar Indian setting in which Bollywood music adds life to mundane situations. “Sheila K Jawani” depicts a mehfil of ghazal singers and aficionados, where an influential and moneyed audience that would typically patronize traditional and classical forms of music, finds itself listening to and being thrilled by the Bollywood-inspired ghazal.

The music score for the commercials has been composed by Oye! 104.8 FM’s production team headed by National Content Head Virag Mishra. “Our entire programming team has a filmi keeda” said Mishra “Real life in is a lot like bollywood films which is why being filmi is like second nature to us.”

Over the past one year, Oye! 104.8 FM has become known for being the most unabashedly Filmi radio station, focusing on delivering packaged entertainment instead of just talk.

“Khas Peshkash “ is just a peek at what our station has to offer listeners,” Oye! 104.8 FM’s National Programming Head Vehrnon Ibrahim said. “In India, life is very filmy and our effort is to help listeners see life through that lens. We are like Filmi goggles for our listeners. It makes life a lot more interesting.”

You can also enjoy these commercials on OYE! 104.8 FM’s Youtube channel.

For further information, please contact:

TV Today

Prashant Agrawal

Email: Prashant.Agrawal@radiotoday.in