My FM thanks listeners via an innovative airport activation in Ahmedabad
My FM from the DB Corp stable has completed 10 years in Ahmedabad and recently celebrated the landmark with a four-day musical and cultural extravaganza – Jalsavaad – in the city. To promote the event and to mark 10 years of My FM, the FM player carried out an airport activation at the Ahmedabad airport from April 6 to 9, 2017.
Passengers flying in from Delhi, Mumbai, Bengaluru, Pune and other cities were in for a surprise when gift hampers like chocolate boxes and bottles of flavoured water rolled out on the luggage conveyor belts even as passengers waited to collect their luggage. The gift hampers had customised messages from My FM thanking the people for their love over the decade.
“Jalsavaad is our way of thanking our listeners. We were very clear that we have to give back to the people for the love and affection that they have showered on us,” Harrish M Bhatia, CEO, My FM, told Adgully.
Elaborating on the thought process behind the airport activation, Bhatia said, “Apart from the traditional ways of advertisement like print, outdoor, digital and radio, we also wanted to update the people travelling in and out of Ahmedabad about Jalsavaad. Hence, we came up with this unique airport activation.”
“The entire idea was to surprise the flyers when they were waiting for their luggage at the conveyor belt. Railway stations and bus stands were excluded for this campaign due to lack of feasibility,” he added.
Bhatia further said, “We think of the idea first and then the media comes into the picture. It is all about the idea and the experience that it generates.”
The entire promotion was managed by the My FM team and no agency was hired for this activation. All permissions were procured directly from the Airports Authority of India.
Earlier in February this year, My FM had organised the ‘Dus da Jashn’ 5-day musical and cultural festival in Chandigarh to mark the stations 10 years. “In this financial year, we will be completing 10 years in almost all our stations,” Bhatia said, adding that the very first My FM station became operational in Jaipur in 2006.
Bhatia informed that My FM today has a listenership of more than1.7 crore across 17 stations. This does not include the listenership of the 13 new stations that became operational recently.