A Look Into How India's Only Music Station Is Raising the Bar for Brand
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For Nokia, Mahindra Xylo, Perfetti-Chocoliebe Eclairs Plus, Kurkure, Pantaloons, LIC, Strepsils… A look into how India’s only Music Station is raising the bar for brand solutions on radio. 1 2 INSIDE Contents December 2010 4 Comment Focus on Music Specialists: What is a music station? Why a music station? How Radio One is playing tunes that are music to MUSIC the ears of both their clients and the listeners. WORKS! Today, when every other radio 5 Musical solutions by Radio One station plays the same music and it A showcase of various case studies highlighting has become the innovative ways in which the music station difficult to tell helped the big brands reach their target groups. one station from another, Radio One stands out. With maximum music 10 Case Studies and maximum How 94.3 Radio One created Karaoke magic for choices, the music Mahindra Xylo, the campaign deatails. station helps promote diverse genres of music. A look at how the 12 Interview ‘music speacialists’ work. The brand ambassadors of 94.3 Radio One, SEL - the country’s most loved music band and the kings of heartening melodies and beats are making music work. Some excerpts... ............................................. By Ankit Bhatnagar 14 Interview [email protected] Vineet Singh Hukmani, managing director, Radio One gives a lowdown on how the music station has specialised the trade, even without going niche. afaqs! explores... 16 Interview Music is core to a radio station’s existence. If the music played is the best, popularity of the station is highest thinks Vivek Nayer. Some excerpts on how he thinks radio works. 17 Interview Hrishikesh Kannan popularly known as Hrishi. K does the pep talk off air. Elaborating on how music works for him and his listeners, the famous MJ pours his heart out. Read on. AFAQS! REPORTER R DECEMBER 2010 3 COMMENT MUSIC SPECIALISTS Radio One’s promise of Maximum Music, Maximum Choice has changed the way people listen to music on radio in India. Breaking new ground by playing 13 songs every single hour, the station has a policy of not repeating songs and having less jock talk and more music. ince its inception, Radio One average of the rest of competition. has been the only radio station Furthermore, it is the only station, that Strue to its proposition of playing does not repeat songs in the entire maximum music. The ‘music station’ has day. Radio One We has increased time and again successfully formulated music choice manifold, with the belief and executed various national level that listeners prefer brand new songs properties for its advertisers. The only and classics within the same hour. common thread across the properties The jocks are called Music jocks and is the station’s core product offering – not Radio jocks because they are Music. Extending its brand proposition passionate music specialists who of Maximum Music, Maximum Choice, love music entwined with the sound whatever the music station does from of their voices. They keep things brief national level musical quiz to an event and interesting, thereby allowing involving India’s best known corporates, listeners to enjoy the maximum music reverberates with music as a core theme. experience. When the listeners feel the urge of On the business front, 94.3 Radio One engaging in music and only music they was voted the number one radio brand RADIO ONE HAS tune in to Radio One and recent IRS-Q3 in the Pitch magazine brand-o-meter ALWAYS GIVEN findings are a testimony. survey done amongst 135 of the top Radio started as a medium that could media decision makers in the country. It ITS ADVERTISERS engage music aficionados with their was ranked seventh in the overall media ‘MAXIMUM IMPAct’ favourite music. But now, the medium list containing radio, print, television and that was passionate about music has internet brands. Considering the brand THROUGH sidelined the very basis of its existence. is relatively young, this is a wonderful ‘MAXIMUM IDEAs’. Stations today are replete with comedy, boost to its belief in ‘metro innovation’. obsession with film stars, gossip and The music station has always given the ancillaries like traffic updates. brands who advertise with it ‘maximum Radio One stands out in its impact’ through ‘maximum ideas’. commitment to the tune and its creation. Various business case studies speak Music jocks on Radio one give credit for themselves. Some of the prominent and mentions to the people who are ones have been profiled in the following behind creating magic with the music pages. like the music composers, lyricists and Play Your Music Day, one of the most the singers – everyone involved in the unique initiative by Radio One is gaining creation of this sublime art form. huge popularity. The initiative gives its Radio One’s promise of maximum listeners an opportunity to become MJs music, maximum choice has changed and play their own choice of music on the way people listen to music on the station’s airwaves. This revolutionary radio in India. Breaking new ground concept was amplified with the presence by playing 13 songs every single hour, of Shankar-Ehsaan-Loy performing their we play at least 1200 more songs favourite 13 songs unplugged on the first more every month compared to the ‘Play Your Music Day,’ this July. 4 AFAQS! REPORTER R DECEMBER 2010 CASE STUDY MUSICAL SOLUTIONS BY RADIO ONE How 94.3 Radio One partnered Nokia in finding Music Millionaires Running successfully for the fourth year since its inception, Radio One College Champions is a prominent initiative from the music station’s stable. CLIENT – NOKIA THE CAMPAIGN Radio One College Champions was an elaborate exercise organised by the music station. This year the talent hunt dovetailed the launch of Nokia’s Ovi store. Divided in five different phases, the campaign saw participation from over 1.5 lac students from 70 colleges across seven cities. The over three-month long exercise started with teasers proceeded by the registration process followed by auditions of the selected participants. The selected participants were then trained and the winning team given an on-air show to host for a set period. The idea behind the exercise is to connect with the core audience of the music station – the collegiates. In its fourth year, the platform identifies and hones potential talent for radio industry. The flagship initiative gives young music lovers a chance to compete, test their music quotient and also plan a career in radio industry. VIRAL OZA, Head - Activation, Media and Online Marketing, Nokia India “Nokia has always invested in platforms where Indian youth can connect through their shared passions and take on big challenges and achieve great accomplishments. Radio One’s College Radio Championship gives young students, who are passionate about music, an interesting opportunity to showcase their talent on radio.” ZAHID SHAIKH, Head, Marketing, Pantaloons “Pantaloons is at the forefront of youth fashion and this season with the onset of the new seasons ranges Pantaloons has announced a unique concept called Pantaloons Youth Connect which will be promoted through the Radio One College Championships where youth get freebies on shopping at Pantaloons for youth wear. Being the third year of association with Radio One College Champions , the campaign has extensively helped Pantaloons to get to the heart of the youth.” AFAQS! REPORTER R DECEMBER 2010 5 CASE STUDY How 94.3 Radio One created Karaoke magic for Mahindra Xylo The Xylo ‘Time of Your Life’ Karaoke contest extended Xylo’s brand proposition to the corporate world in a unique, innovative and participative way. CLIENT – MAHINDRA & MAHINDRA THE CAMPAIGN Xylo as a brand is associated with trendy and exciting lifestyle for young achievers, who want to have a good time with their friends. The Xylo ‘Time of Your Life’ Karaoke contest by Radio One weaved the brand’s proposition in an interesting initiative and extended the value proposition to the corporate world in a unique, innovative and a participative way. The contest witnessed participation from over 75 corporates across Mumbai, Delhi and Bengaluru. The whole exercise was spread over 6 weeks. Some of Group, Reliance Capital, Mid Day, Ambit, Kalpataru, the corporates that participated in the Mumbai chapter Syntel, Birla Sunlife and Xoriant. included Airtel, Marico, Shoppers Stop, Ceat, Aditya Birla A series of preliminary rounds was organised in each of these corporate houses, followed by semi-finals and finals. Participants had the time of their lives as they grooved to their favourite English and Hindi numbers and VIVEK NAYER, were cheered on by their office colleagues. Sr. VP, Marketing, Automotive sector, A series of on-the-spot events were held to make the Mahindra & Mahindra Ltd. contest more interactive. 25 winners selected from each “Mahindra Xylo is associated with people who work office in the city represented the company at the Grand hard and party hard and like to lead a socially active Finale. A special practice session for the finalists was lifestyle. The ‘Time of Your Life Karaoke Contest’ arranged at Radio One office three days prior to the finals. extended this association to the corporate arena by Xylo ‘special offer’ vouchers were handed over to bringing much needed fun and excitement to the work employees in each of the offices that were visited. Around place. The contest received an overwhelming response 75 Xylos got booked, by voucher redemptions. Apart from and truly lived up to the brand’s philosophy of enabling having a good time, the lucky winner got a one week, all people to have the time of their life.” expenses paid trip to Italy. 6 AFAQS! REPORTER R DECEMBER 2010 AFAQS! REPORTER R DECEMBER 2010 7 CASE STUDY How 94.3 Radio One partnered Eclairs Ka Shahenshah in finding Music Ka Shahenshah The biggest music quiz on radio, Music Ka Shahenshah was hosted by music composers Shankar Ehsaan Loy this year.