New Delhi: 94.3 MY FM has launched a campaign highlighting its position as the station closest to its listeners’ hearts. The campaign, with a punch line of “We’re number one in everyone’s hearts”, throws light on the highly differentiated content created by MY FM to cater to all segments amongst its listeners and is targeted at the advertising fraternity. The campaign which is already in progress is a 360 degree campaign with extensive presence in print, radio, direct marketing, and collateral advertising.
94.3 MY FM, which has broken several records in the Indian radio space and also garnered international attention, has shown excellent growth in its markets beating much of the competition owing to its highly effective programming. MY FM has developed extremely well researched and differentiated content offerings for the varied segments of listeners tuned in at different day parts. The radio station offers the most extensive bouquet of programs on the airwaves in its markets and the newly launched campaign is aimed at highlighting MY FM’s strong emotional connect and loyalty amongst its listeners. The campaign also derives its essence from the strong Jiyo Dil Se philosophy that the brand has adopted that has allowed it to maintain an excellent rapport with its listeners.
The highlights of MY FM’s programming are visible in the wonderful line-up of shows that are offered especially in its weekend programs with shows like ‘Chhota RJ’, ‘Shaam-E-Ghazal’, ‘MY Icons’ and regional Music Shows targeted at each specific segment of listeners. These content offerings are unique and exclusive to 94.3 MY FM and have gone a long way in capturing a wide and dedicated audience.
Shaam-e-Ghazal is a three hour weekend ghazal show with an interesting blend of unplugged ghazals and mushairas, aired every Sunday at 9 pm. The show, hosted by RJ Ayaz, captures the essence of a laid back Sunday evening, with handpicked ghazals to pamper listeners’ tastes.
The Chhota RJ show, on the other hand, gives a wonderful opportunity to the young guns of India where every Sunday school children are invited to be Radio Jockeys for a day. The initiative not only binds the listeners to MY FM, but also provides young children with a window into the Radio Industry and an opportunity to talk about issues of their choice. Chhota RJ has been viewed as an innovative programming show. It has caught the attention of kids, youngsters and elderly alike making Sundays Chhota RJ days for listeners who wait to listen to a kid RJ every Sunday.
Adding another special dimension to the programming is the My ICONS show dedicated to the local celebs and big wigs of the city that listeners aspire to be like. Every week, My FM invites these personalities to share their success with the listeners and gives the audience a chance to know them personally. During the show the RJ talks to them about their personal life, favorite songs, first love, courtship, success mantra etc. The two hour show is aired every Sunday, 7 to 9 pm.
A unique afternoon show Dil Chahta Hai is aired across the 17 stations every Monday to Saturday between 2-5 PM. Dil Chahta Hai is a completely LIVE dedicated song request show for the city. The show has only those songs jo My FM ke listener ka Dil Chahta Hai. Song requests are invited through SMS, Web, Calls and IVRS. Around 200 to 250 unique song requests are received per episode engaging an extremely wide audience during these hours.
Other special offerings include ‘International Music Hour’ on Fridays at midnight, women’s daily called ‘16 Always’ and morning and evening drive time shows, ‘Salaam City’ and ‘Happy Evenings’ respectively.
The campaign, which is targeted at the advertisers and media buyers, gives out a clear message about advantage of unique shows offering an unparallel opportunity to advertisers to address specific audiences.
Commenting on the new Campaign, Harrish M Bhatia – CEO, 94.3 MY FM (Dainik Bhaskar Group) says “94.3 MY FM has always prided itself in its philosophy of Jiyo Dil Se and it is because of this that we have secured the number one position in our listeners heart. MY FM’s connect with its listeners is of a much higher emotional value and we don’t base our performance on mere numbers. This campaign is aimed at highlighting our wide variety of offerings for our listeners and the opportunities available for advertisers to connect with this wide base of target audience.”