Mumbai and Delhi’s only differentiated International radio stations have created an excellent platform for international brands to showcase innovation and drive traffic to social networking sites.
Pepe Jeans India came to 94.3 Radio One to promote their latest campaign “Are You Pepe?” The objective was to increase likes on their facebook page for a digital promotion idea ‘are you pepe?’ where winners who met a certain criteria get to travel to London.
94.3 Radio One’s innovative idea was “The Pepe Chickas” an international gang of girls egging the core TG to participate in the contest. The Personality of “Pepe Chickas” was designed keeping in mind the international flavor of the PEPE jeans brand.
As part of the campaign on 94.3 Radio One “Pepe Chickas” fly into Mumbai and Delhi from London to look for “The Indian Pepe Guy”. This gang of girls cornered the 94.3 Radio One studio everyday at a particular time & enticed male listeners to become their Pepe guy! The Call for action was to get people to register and participate in the contest on Facebook. Various on air integrations were done in the Mumbai and Delhi radio stations of 94.3 Radio One.
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In a span of 10days the Pepe Jeans India facebook page saw likes grow from 34 to 150,000 an exponential growth unheard of when only one prime media vehicle is being used. The likes came largely from 2 cities Delhi and Mumbai and then word of mouth helped push this in other markets as well.
Neha Shah of Marketing head Pepe Jeans India, said “94.3 Radio One came up with this exciting and innovative PEPE CHICKAS for our promotion ‘Are You Pepe?’ and to drive people to our India facebook page. They replicated our entire online contest on Radio one and synchronized it seamlessly. The Radio one medium worked beautifully for us in promoting the online contest through links, Host integration and international sounding promos. Everyday there was fresh new content on Radio one. This kept our TG glued in and made it feel like a Reality Series on Radio One Mumbai and Delhi. 94.3 Radio One’s core audience is a perfect fit with Pepe Jeans’ TG, that of, English speaking Indians who are cool, confident and charismatic.” Neha adds on, “The feedback received from trade and consumers has been fantastic. The unique representation of the brand PEPE on Radio One has left behind a much higher brand recall. An Excellent concept matched by flawless execution from the 94.3 Radio One team is the key to this success.”
Vineet Singh Hukmani, MD Radio One Ltd said “It is heartening to see ‘differentiated radio’ is creating ‘valuable differentiation’ for brands like PEPE. Almost everyday a case study in Radio One is being created as a result of our shift. We thank PEPE and our other clients for being so innovative on our radio platform and finding value in long term sponsorships. We are excited about ‘closing the gap using radio and the digital space for all our clients as our radio one TG is the only TG in radio with a high propensity to go online. And it is wonderful to see international radio reach 8 million listeners in just 2 cities proving international radio is here to stay’
About Radio One
94.3 Radio One is a joint venture between Next Mediaworks and BBC Worldwide operating in 7 metros- Mumbai, Delhi, Kolkata, Chennai, Bangalore, Pune and Ahmedabad. It is India’s most differentiated network with every station being ‘away from the herd’ in each city. Radio One Mumbai and Delhi are the only international radio stations in those cities. Radio One Bangalore is the only Bollywood radio station in Bangalore. Radio One Kolkata is the only 100 % Retro Hindi radio station in Kolkata. Radio One Ahmedabad and pune are the only ‘maximum music’ stations in these cities and Radio One Chennai is the only ‘100% request station’ in Chennai.
