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Adlabs Radio finally announced its plans in the radio space. It will be called ‘Big 92.7 FM’ and is targeted at the young and contemporary. Spend on marketing is an estimated Rs 45 crore
The much-awaited radio foray by Adlabs Radio will happen in a month’s time. ‘Big 92.7 FM’ will be launched in four-six weeks in the six metros and other areas such as Srinagar, Jhansi, Bikaner, Aligarh, etc. The company has got licences for 45 radio stations in India, but among the first to go on air will be Chennai, Hyderabad and Delhi.
‘Big 92.7 FM’ will be primarily targeted at young adults in the 18-35-year age bracket. The positioning of the radio stations will be ‘young and contemporary’. “Our radio stations will cater to human emotions of the listeners and will have 40 per cent of unduplicated music,” explains Tarun Katial, COO, Adlabs Radio.
Elaborating further on Big 92.7 FM’s uniqueness, Katial says, “For our radio stations, the listener is the hero, not the station itself.” Mature, credible and distinct content is what this radio station promises.
About the music, it will air music from all genres and will cater to all segments including all SECs, according to Katial. “We will primarily look at each region and content will be decided accordingly. The shows will be completely different in each of the regions,” he states.
It will have celebrity radio jockeys for prime shows during the breakfast time band. The celebrity will be a known name from the film, television or music fraternity. To top it all, ‘Big 92.7 FM’ will have a celebrity brand ambassador.
Adlabs Radio is investing more than Rs 45 crore in the marketing and communication of its radio venture. About the media mix, Katial says that television will be the priority, unlike other radio stations, and adds: “The rationale behind this is to convert even the non-listeners of radio to listeners.”
Apart from television, the media mix will comprise below-the-line activities, outdoor and print. For its marketing communications, Adlabs Radio has appointed JWT as its creative agency and Optimum Media Solutions as its media agency.
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