Ex | Looking to strengthen our brand positioning, My FM's Bhatia

Taking a step ahead to reinforce and strengthen its bond with the listeners, 94.3 MY FM launched a brand film, ‘jiyo Dil Se’. With the new campaign, 94.3 MY FM is all set to sweep its listeners with the launch of a new brand film that captures various facets of life and reflects MY FM's brand values.

The brand film highlights the brand proposition of “Jiyo Dil se”. It is a simple representation of living life to the fullest by depicting them through small and quirky sub plots built into the film. The brand film includes a voice over from eminent film artist Piyush Mishra.

MY FM that very recently increased its advertising rates by 20%, is the undisputed leader in the markets it operates in. The hike in ad rates was in all 17cities spread across 7 states. MY FM has invested substantially in the past in the brand promotions to retain their relevance and further grow to newer heights. Now with Phase 3 of radio frequency auctions kicking in, MY FM intends to reach out to the untouched cities to extend the target audience through this new brand film.

To get a deeper understanding, Adgully caught up with Harrish Bhatia, CEO MY FM who shared insights about the new campaign, media mix and more.

Adgully: What was the rationale behind launching this brand campaign?
Harrish Bhatia:  We want to further cement our brand proposition in the minds of our TG. “Jiyo Dil Se” urge people to live life from the heart. The spirit of living “Dil Se”, we wanted to give a young fresh feel to the brand.

Adgully: How did the idea came up?
Harrish Bhatia:  We wanted to give cinematic expression to our core brand value of Jiyo Dil Se. So we picked up our brand charter and picked elements from it and depicted them in a fun, entertaining way. We wanted to reach out to our listeners through a visual medium so the idea germinated of showcasing what MY FM stands for and its brand ethos through this brand film.

Adgully: What was the brief given to the agency?
Harrish Bhatia:  The idea originated internally and we further developed it along with the production house Kingpin Motion Pictures. The brief to the production house was to pick up real life situations which expresses the power of living life “Dil Se” in a fun and entertaining way so that the TG connects with it instantly.

Adgully: What core audience are you targeting with the campaign? 
Harrish Bhatia:  The core audience that we are targeting are the ones who are young-at-heart. It’s a very subjective thing which is independent of age. You can be young and be naturally young at heart or you may be old but are very lively and young at heart. So in a way our core audience bypasses the set age groups. The only criteria is of being young at heart and people who live life to the fullest.

Adgully: MY FM has invested heavily in past for the brand promotion to retain their relevance and further grow to new heights. What are marketing spends with this campaign?
Harrish Bhatia: The brand campaign is supported across Print, Radio, Digital, OOH. To further build interactivity with the TG a contest has been launched where in people can send interesting “Dil Se Chaho” situation. The best one gets to feature in our next print Ad.

Adgully: Is this campaign for all the markets or will it be specific to some key markets?
Harrish Bhatia: The campaign is focused at MY FM markets .....|By Aanchal Kohli | Twitter: @aanchalkohli