MUMBAI: Radio One has launched its first national brand campaign in the form of a music video created by an in house band.
A shorter edit of the song has begun to play as a branded TVC on music channels, OOH, radio, cinema (launched in Ghajini) and Cable from 5 January.
According to the station, the initiative kicked off with a viral idea that envisaged the creation of a new music band called Neo releasing its song â€?Ek Dum Fataafat’ on Eros Music. A music video of the same was released on music channels on 30 November. Without disclosing the Radio One connection, Neo sent its youtube link asking people to vote for them to further strengthen the viral idea.
On 15 December, Radio One revealed the connection and the fact that the Neo track was the station’s brand song and that NEO (an anagram for ONE) is its in-house band. The song has been written and performed by members of this in-house band and also comprises their CEO Vineet Singh Hukmani.
The song has also became part of a b2b campaign with a contest that asks viewers of the music video certain questions about the song that help strengthen the brand promise. The song can be seen on www.mid-day.com/radioone.htm.
We wanted a connect with the brand that is musical in nature since radio is more about music and we needed something that strengthens our promise of love, money and fame fataafat to our TG – â€?the fataafat generation’. So we set out to write and produce the song in-house and then released the music video first virally on tv and on the web and now as a TVC in media,” said Vineet Singh Hukmani.
To add to the innovation, a yellow ball appears in the music video wherein it is a catalyst for young people getting love, money and fame fataafat. Radio one has decided to gift the yellow ball (a big version and a smaller one with a smiley) to its listeners and to its clients and agencies.
We felt a good way to make the brand tangible is to power it with a symbol that can be touched and we felt that the branded yellow ball is an engaging way to do it,” adds Hukmani.