MUMBAI: Big 92.7 FM, the radio arm of Reliance Media World has roped in Vicco to use its 45 station network for an innovative and creative clutter-breaking campaign.
Vicco’s latest campaign has high spot intensity, airing an innovatively woven messaging centered on Narayani Pain Relief and Vajradanti Paste along with the already well established jingles of Vicco that the customer instantly identifies with
The creative which is already running across Big FM is proving effective having high recall among targeted consumers. There are two types of creatives: one is traditional popular Vicco jingle for Vicco Vajradanti paste and powder, Vicco turmeric skin cream and the other is for Vicco Narayani pain relief cream, which adds to its brand building exercise. The campaign has this far proven extremely effective as it communicates the underlying message of Ayurveda as a viable alternative to the chemical-based system of medicines.
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Big FM regional head- west zone (except Mumbai) Saurabh Doshi says, “We are extremely happy to have Vicco on board radio. The new campaign, has been created interestingly as it continues to leverage the established Vicco jingle, giving it a more contemporary approach. The campaign has already created traction in the market and we are confident of penetrating further
into households across out strong 45 station network to work for its benefit. We are happy to see more brands coming on board radio as they understand its effectiveness and advantages, making it an integral part of their media plans.
When asked how they viewed radio as a medium in their media plans Vicco Laboratories director Devesh Pendharkar states, “As 92.7 Big FM has the maximum number of stations suiting our TG, we opted for the station. Radio is perfect medium to reach out to families and also to certain specific segments of the society. With everyone tuned to radio, it plays a very critical role in the media plan and cannot be ignored. We are using a mix of radio and TV for optimal mileage and reach along with our signature promotions in magazine and cinema halls.”
