RnM brings you the Navratri Plans of Fever 104 FM with the tagline, ‘It’s all about the music,’ and present in the four major metros of Mumbai, New Delhi, Kolkata and Bangalore.
Shikha Shah spoke with S Keerthivasan, Business Head, Fever 104 FM, who believes in shaping up the Fever network on brand values such as bonding, urbanity, wittiness and innovation to connect with the audience in the best possible way.
Navratri is all about religious fervour through music and dance. What is your strategy to attract the maximum listeners? What are the programming specials that you have planned?
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This Navratri, our mega production, Fever Radio Ramayan, went on air on the first day of Navratras, the 8th of October. There was also a â€?Temple activation’ where Fever FM played the episode for the devotees in selected temples in Delhi and distributed Fever Radio Ramayan kits comprising dhoop, tikka, diya, mauli, mala, pocket calendar and kapoor.
Apart from the temple activation, Fever also went to the Ramleelas in Delhi. As the lights of the festive season come up and the pandals colour up the streets, Fever Radio Ramayan is also making its way to these celebrations. We will be playing out Ramayan episodes at these pandals.
The production, which airs at 7 am every morning, Mondays to Fridays, casts Naseeruddin Shah as Raavan, Anupam Kher as Dashrath, Om Puri as Kaal, Jayati Bhatia as Kaikeyi and Ratna Pathak Shah as Manthara. This promises to be one of our most ambitious radio projects of all time, and a complete theatre of the mind for radio listeners.
What is phenomenal about this production is that over 200 Indian artistes have lent their voice for characters in Ramayan itself. The pre-buzz phase of the launch saw an entire revamp of social media and digital initiatives along with various marketing inventiveness. A detailed post launch is planned taking into consideration the time frame, markets, target audience and most importantly the content.
