MUMBAI: Kolkata based Friends FM has started its second season of the ‘Gadi Car’ initiative from 4 August to 18 August. Seven listeners will get an opportunity to win seven brand new cars.
‘Saat Din e Saat Gaadi’ viz ‘seven days seven cars’ is a high powered tune-in promotion in Kolkata whereby seven Maruti 800s will be given to seven winners. The show last year had generated nearly one million SMSs for the contest, says the station.
The audience has to SMS the correct answers for the question asked on air and win a brand new car as the prize.
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Friends FM national head-programming Jaideep Banerjee says, “Now that the RAM results over the past couple of weeks has been positive for us, we would like more listeners to sample our station, and we are confident that we will be able to retain a large chunk and thereby create a bigger listener base. Also we would like to reward our loyal listener base which is growing each day.”
Friends FM head-marketing services Rohit Nyss said, “Since the launch of the channel, our focus has been on our core TG which has reflected fantastically in the RAM results wherein we have achieved being NO.1 in SEC AB, 20+, Male/Female consistently in the RAM results over the past several weeks and we felt it was time to now broaden the base and induce more trials for our station. The timing is perfect as we wanted to do a promotion only after getting a realistic picture of where we stand in the RAM results without doing any marketing activities. The results have proved that the product is appreciated and well accepted among listeners.”
The marketing promotion was done in two phases including a teaser and then the actual contest being revealed through radio promos, print advertisements in Ananda Bazaar Patrika and The Telegraph, hoardings all over Kolkata, TV commercials on Star Ananda and Sangeet Bangla. The event was also promoted on-ground with activities at Mani Square Mall, one of the leading malls of Kolkata.
