MUMBAI: Synergy Media’s radio station My FM has rebranded itself with a new campaign – ‘Jiyo Dil Se!’, that targets youth and plans to deepen the bond with its listeners with a slew of youthful promos, segments and jingles.
The new theme campaign is tagged Tension Naa Lene kaa…Naa Dene kaa.Jiyo Dil Se!, derived from its earlier tagline – ‘Dil Se’. The station has also given itself a new logo.
As a part of this campaign, My FM has launched different flavours in Station Jingles like Reggae, Jazz and Hip Hop, basing the different sounds on different Mood Maps – the peppy flavours for drive time and the jazz and reggae will be played in the afternoon and late evenings for a contemporary soft note, says the station. The jingles have been composed by Vipin Mishra, an active name in the Mumbai music circuit.
The station has also launched new brand promos, show promos and new segments like Suno Dil Se; Bharo Rang Dil Se; Izhar Karo Dil Se, among others. Two new humor segments – ‘Irfan CD Centre’ and ‘Julie’ – have also been introduced.
The campaign rolls out simultaneously in all 17 cities of its operation at all levels through print , on-air and on ground activities, including activities in Colleges, malls and other hot spots, involving extensive listener participation.The campaign is also supported by extensive advertising in print, on-air and out of home Media.
Says Synergy Media COO Harrish M Bhatia, “This new campaign is an extension of MY FM’s commitment and it’s understanding of the evolving audience’s preferences. The freshness in the branding will ensure that MY FM stays young, responsive to listeners’ aspirations and ever eager to serve them better. We are very excited about this campaign as we have done some exciting experimental work like using Reggae, Jazz and Hip Hop influences which are bound to connect with our listeners. ‘Jiyo dil se’ has a universal appeal which I hope will tug at our listener’s heart, lighting up their faces with a smile. And will give the advertisers & business partners an enriching and encompassing ideology to incorporate their image with MY FM.”