Fifth Estate wins creative and media duties for Hello FM

Chennai-based Fifth Estate Communications has been appointed the agency for Hello FM 106.4. It will handle both the creative and media duties for the radio channel. The account was earlier with TBWA.

The Hello FM account is estimated to be worth Rs 5 crore. Hello FM, part of the Malar Publications Group, had called for a multi-agency pitch. Interface Communications was one of the agencies that took part in the pitch process.

The selection procedure laid more emphasis on strategy than creativity. As Rajeev Nambiar, president and COO, Malar Publications, puts it, “We placed a lot of emphasis on how much the agencies understood the business and the industry we operate in.”

With Fifth Estate’s entry, Hello FM’s campaign to be the largest radio network in Tamil Nadu is now called Centurion Quest.

Ganesh Baliga, managing director, Fifth Estate Communications, says, “We approached the pitch from a very fresh perspective and evaluated every aspect of the business. This is what enabled us to make a strong case for building Brand Hello FM and led to the account win.”

The media mix will include more of outdoor and print. Executives at the agency said that a TVC will be generated only when required.