David bags Radio One, Off The Shelf

David seems to be bagging a number of media brands of late. After having won CNN-IBN and Channel 7, the agency has won the creative duties for the newly christened radio channel, Radio One (earlier known as GO 92.5 FM). Although officials at David are reticent about divulging any figures, industry insiders estimate the size of this business to be Rs 6 crore. The business was won after a multi-agency pitch.

The business was earlier handled by three agencies – Marching Ants, Aloknanda Communications and Perk – on a project basis. But officials at the radio station felt that the re-branding of the station required a big campaign, which, in turn, needed consolidation with one creative agency. As far as the media duties are concerned, on-air promos and press ads will be handled in-house by Radio One, while the outdoor has been split between Ogilvy Activation and Clear Channel.

Kumar Subramaniam, president, David, explains, “Radio One’s personality remains the same: a young and energetic radio station. We were given a very clear brief from the client – to highlight the fact that here is a radio station which plays hit songs 24/7.”

And this is particularly crucial as the former entity, GO 92.5 FM, was known for playing niche songs (more English numbers) that appealed to a certain section of listeners. Radio One is a more mass-oriented station, which promises to play only chartbusters (and potential chartbusters).

Radio One has also gotten rid of programme names in a bid to differentiate itself from the rest. According to officials at Radio One, the concept of having names for radio shows is redundant. All this is a part of the station’s new avatar, which will be highlighted by David in its communication.

Radio One has won the licences for six cities apart from Mumbai – Bangalore, Delhi, Chennai, Kolkata, Pune and Ahmedabad. After establishing itself in these cities, Radio One will evaluate its media plan and it might go in for a television campaign, if required.

In another development, David has bagged Off The Shelf, a furniture chain based in Mumbai. This business moves from Leo Burnett. Industry insiders estimate the size of this business to be Rs 4-5 crore. Apparently, officials at Off The Shelf contacted David because they were looking for a ‘fresher perspective’, as Subramaniam puts it. David was awarded the business on the basis of its credentials and past work. The media mix will have press for the most, followed by in-shop activities and events and, perhaps, some sporadic outdoor work.

Apart from Off The Shelf, David has worked on two retail brands so far – OyzterBay and Spaces. The latter is still handled by David.

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