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Jagran Group’s Radio Mantra to focus on non-metros
The campaign for Radio Mantra is to be launched some time in January 2007
The Jagran Group, publisher of the Hindi daily, ‘Dainik Jagran’, is in the midst of rolling out its radio venture, which it has branded as Radio Mantra. Listeners in Agra, Varanasi, Gorakhpur, Hisar, Jalandhar, Karnal and Ranchi can tune in to this new radio station at 91.9 FM.
Talking about what makes Radio Mantra unique, Narendra Tripathi, COO, Jagran Radio, says, “Radio Mantra will be one of the main contributors in bringing metro-ism to non-metros, with the idea of having a local flavour in a metro dish.”
Highlighting the brand positioning for the station, Subrata Chakraborty, managing director, Brand Curry (the agency on the account), says, “There is an increasing social confidence sweeping across the mindsets of the non-metro people, which differs from that of the people of the metros.” Therefore, the brand name and logo are a representation of both the success that the people of the non-metros wish to achieve as well as their traditions. “These are the elements that connect with any local mindset,” adds Chakraborty.
Initially, the content will be purely music-based. Gradually, the group plans to implement other programming formats in different cities, which will be tailored according to local tastes.
Rahul Gupta, director and project head, Jagran Radio, says, “Radio Mantra will talk only one language, that of ‘mantra-tainment’. This means a concept that is not complex, just simply unlimited entertainment for all.”
Tripathi is quite confident that this focus on the non-metros is going to bear fruit in the future. “Today, it is easier to launch a new radio station in the metros because we are all aware of the target audience’s expectations, likes and dislikes,” he explains. “But it takes a lot of effort to make your mark in a virgin, untapped territory.”
Although executives are yet to disclose the exact date of Radio Mantra’s launch, the initial campaign will be rolled out soon, in the month of January itself. Print and outdoor are being considered as the primary media. Below-the-line activities will also play a considerable role in promoting the brand. Thematic events, promotions in colleges, interactive activities and direct marketing will play a strong role, too.
Despite its focus on non-metros, Radio Mantra will face competition from Radio Mirchi, Reliance Adlabs, BAG and a few other local stations in some of the eight cities into which it plans to venture.
© 2007 agencyfaqs!