Jaggu & Tarana, RJ’s, Go 92.5

"If you are a public monkey, you are bound to be spanked. No two ways about it."

e4m by exchange4media Staff
Published: Jan 31, 2004 12:00 AM  | 14 min read
Jaggu & Tarana, RJ’s, Go 92.5

"If you are a public monkey, you are bound to be spanked. No two ways about it."

In this section of Radio Speak, meet Jaggu and Tarana, the fun filled hosts of Good Morning Mumbai. In a conversation with Anushree Madan Mohan from exchange4media, the two discuss the fundamentals behind a successful show, the nuances that go into being an effective RJ and their experiences with Go 92.5. Stay Tuned!

Q. There are times when you poke fun at people, while on the show. Have you ever taken flack from a public figure for the same? Jaggu (straight faced): My philosophy in life is – If you are a public monkey, you are bound to be spanked! No two ways about it. So if you are Socialite Queenie or anything else, it’s obvious that you are going to be written and spoken about. Especially, when you have managed to screw up on a large scale. It could be something as frivolous as Aishwarya Rai’s clothes at Cannes, which sent everyone in a tizzy! Though it was a non-event in the broader scale of things, it did work great for the show. The point is that we are NOT a national newspaper editorial. And we don’t mean to be malicious, we are just being silly! In that sense, there is little or no ruffling of feathers.

Tarana: The fact remains that in everything that we say, we are reflecting the views of our listeners. I mean, there were so many people around Mumbai who were flipping through their newspaper and saying “ What in God’s name is Aishwarya Rai wearing?” and we just happened to voice it. And everything that we say is in a light vein, we don’t mean to nasty and we don’t intend to hurt anyone. Lets not forget that we poke fun at each other as well. Jaggu calls me ‘Prudish…. I call him ‘Fat’…. The list goes on.

Q. And what are your pay packets like? Tarana (mock sadness): Well, we are paid such minimal amounts that we can’t make ends meet. Can’t afford chicken in my meal anymore. I have to put with carrots and bhindi!

Jaggu: Yeah…. I can’t commute by auto rickshaw anymore. Have to walk up to my workplace! Nahhhhhh… we are just kidding. The fact remains that we get more than satisfactory pay packets. Financially, it’s an attractive proposition. And it’s a fun job.

Q. But do all RJ’s across stations go on air without a written script? Tarana: Nah. It’s only our station that doesn’t have a written script. Go 92.5 trusts its RJ’s and gives them the liberty to do their own thing. The station believes that we have a personality that’s sparkling enough to carry off a complete show without any hassles. Be yourself, it does work- that’s what the station has always believed in. On their part, they never tell us as to how we should conduct ourselves or the kind of people that we ought to be! The results of course speak for themselves.

Q. Ten years from now, where do you see yourselves? Tarana: I see myself hosting a travel show on BBC!

Jaggu: I see myself as the sole supplier of machine tools for Larsen &Toubro.

Q. What are the things that you have to keep in mind when it comes to hosting a show like Good Morning Mumbai? Jaggu: Well, you have to stay alert at all times and presence of mind does come in handy. But it must be remembered that Tarana leads the show at all times and we have a producer to make sure that nothing colossal occurs on air. So, there’s a lot more on their plate than on mine! But yes, as an RJ for a morning segment, I have to keep a tab on current events, scan websites and newspapers for city specific information and stay forever topical and funny. Those are some of the things that fall on your plate, by default!

Tarana: No doubt, I have some additional responsibilities but it more or less, it works the same way for me too! For instance, I sit on the console and I have to handle the music, in addition to handling Jaggu. He on his part is extremely funny but he does tend to go on and on at times! While he’s forever the ‘Funny Guy’, I am the boring and steady one. So, if there were some paid activity on the station or some crucial announcement to be made, inevitably I would have to be the one taking care of it.

Q. And Jaggu, isn’t stock market and bonds a far cry from what you are doing now? Jaggu (laughs): I know exactly what you mean. When I auditioned for Go 92.5, Cobalt (the producer of the show) told me “ I hope you are not as serious, as you sound!” and it did make me feel blue! But the audition worked out well (Cobalt was more than pleased) and the going has been great since then. What works for Tarana and me in the show Good Morning Mumbai is that we are the perfect team. While I am the ‘Funny Guy’, she is the relatively ‘Nicer’ one out of the two of us. The equation works perfectly.

Q. What are the essential ingredients that you need in order to be counted as a good RJ? Jaggu (grins): Well, Tarana is a far better RJ than me. Let her answer this one!

Tarana: Oh well! For one, you have to handle stressful situations. It’s not everyone’s cup of tea to make conversation before millions of listeners. Presence of mind counts a lot and you have to have the ability to say things that would capture the interest of people. And in order to accomplish that, you have to stay aware, informed, well read and its imperative to keep abreast of all city specific events and occurrences! The job requires you to be opinionated. You can’t possibly have the ‘Sab Chalta Hain’ attitude. You must feel strongly about things and must have a thought on every subject. People respect us because we have an opinion and we are not afraid to voice it!

Jaggu: I can’t help adding to what Tarana’s already said. You have to be smooth in your talk and one topic must make way for another, effortlessly. You can’t have too many Ooh’s and Aah’s! And you should have the knack of talking, as fast as you think!

Q. What about the choice of songs on the station? Are you allowed to pick the numbers? Tarana: No, that’s strictly the area of the station. The station decides on the kind of music we play and the kind of image that we want to send across. We do take in requests (depending on how badly one begs of course.) If it fits into the profile of our music and station identity and if it doesn’t break any rules, we play the number. But we never play Metallica in the mornings, no matter how badly anyone begs for it! In order to please one person, we can’t afford to displease many. We play the kind of music that most of our listeners would like to tune into!

Q. What differentiates Jaggu and Tarana from the competition? Jaggu: We each have our own style. Spontaneity, humor and the gift of the gab are some of the things that put us apart. Our take on one individual subject would of course be different from what another station or another RJ has to say. This also stems from the fact that Go gives tremendous liberty to us when it comes to airing our views and we are not restricted to any fixed pattern.

Tarana: While on air, we speak in a language that is comfortable to us! It’s a natural blend of English and Hindi. Now, many of the other radio stations expect their RJ’s to stick to Hindi, even when they are not typically Hindi speaking people. What occurs as a result of that is- the language is forced and unnatural and its not really the kind of Hindi that one would expect to hear. Now Jaggu gets the Mumbaiya angle in on every possible occasion and I switch to Hindi on a number of occasions, but there is nothing crass or unnatural about the language that we use. That’s what’s different about us.

Again, a lot many stations have plenty of censorship on what the RJ is allowed to say. You can’t say this… you can’t voice that… you have to stick to a certain tone… we don’t have to deal with these kinds of issues. And hence, there is lot more spontaneity involved.

Q. What are the things that can go terribly wrong while on air? Jaggu: Well, you can make a colossal mistake while on air and there are occasions when, you just can’t cover it up. If you have managed to make an ass of yourself, you better have the good sense to recover completely in the next five minutes and get on with the job.

Tarana: I agree with Jaggu there. There’s no scope for crawling into a shell and moaning ‘Oh Gawd.What do I do now?’ You have got to be bubbly and bright and you have to keep the momentum going.

Q. How did you guys begin your career as an RJ? Tarana: Well, I have been involved with radio ever since I was a child. I had been a part of plenty of Vividh Bharti programmes, voice-overs for Hindi films and serials, dubbing for humor segments etc. As a kid, I was involved in absolutely anything that involved using my voice and it did have its pay offs! My association with Radio Mid Day started about six years ago. Somewhere in 1997, I heard of an opening in Radio Mid Day for the position of a newscaster, a slot that involved a 30 second news capsule every single day. I tried giving a demo, the recording was terrible in every sense of the word and yet they informed that they were taking me on! After a couple of months, I started hosting my own show, which was Radio Talkies, and it made an appearance every Sunday. Did the same show for Pune FM, for Radio Mid Day yet again. There was a lull after that; we went off air for a while. Five years later, when radio Mid Day relaunched, I already had a place in it!

Jaggu: Believe it or not, I started my career as an RJ with stock market and finance related shows, in the earlier avatar of FM. I took time off (a break of around 1-2 years) and went on to private channels. Thereafter, I was lucky enough to be approached by a private producer for a stock market and finance related segment on All India Radio. It was a Monday to Friday gig, it involved the morning slot and it was all about stock and bonds! With Go 92.5, I auditioned for a slot in the evening hours and took up Horn Okay Please, soon after that. The segment was about prime time entertainment, it started at 4 pm and went all the way uptil 7 pm. By the time I moved from that particular slot, the timings shifted from 6 pm to 10 pm. It’s the Good Morning effect in the evening, except with a little more drama attached to it! I started off with Good Morning Mumbai only some months back, and it’s been a fun experience.

Q. This question is specifically addressed to Tarana. Was it difficult taking over from where Anish Trivedi left off? Tarana: Not really! After all Anish and I had co hosted the show together (before his departure) and I pretty much had the hang of it. Previously, I used to work in the early morning slot on Radio Mid Day and that too, only on the weekends. I told the station that I would prefer a slot that din’t really involve weekends. At the time, I had not expected to be accommodated within Good Morning Mumbai because Anish Trivedi was already on it! But Radio Mid Day felt that my presence would add to the fun element of the show and I came aboard. His departure did leave a void because we had gotten so used to each other. At Go, it’s like one big happy family. So if somebody decides to leave, it gets a little depressing, especially if you are left all alone to handle a great show, with a great presenter whom everybody misses, including me! But what’s important is that the listeners have moved on! They like having Jaggu and me around.

Q. What’s your schedule like? When are you expected to land up at the studio? Jaggu (sadly): It’s indeed a tragic story. Since it’s a 7.00 am to 11.00 am gig, we are ideally required to be here by 6.40 am! While the intent is always to arrive in time, we land up making an appearance by 6.59 am. It’s easier for Tarana though (she stays close by) and she’s faster in her morning schedule. For me, a hot cup of tea is a must in order to revive my senses and I take around 20 minutes just sipping tea! But what works for us is that we don’t have to do much of prep work for the show (at least not right before the show.)

Tarana (mocks): I am way faster in my morning schedule than him and I more or less make it in time. But there have been occasions, when I have walked in at 6.59 am, when we are almost ready to go!

Q. For people like me, it’s difficult to come up with the right things at the right time. Out of curiosity, how do you guys manage to pull it off? Jaggu (sympathetically): I guess, its something that you inculcate within yourself and it takes a certain amount of practice. With time, you tend to lose your inhibitions, you learn to be yourself and the conversation flows smoothly enough! Give it time and it will happen!

Q. Is it an attractive proposition to be an RJ in today’s times? Tarana: The work satisfaction that you derive is enormous! Especially because, the station gives us the freedom to air our own views and there are no restrictions on what we can say. The focus is on being yourself and Go allows us to do just that! And with the heavy license fee and all the other issues that stations are facing today, I would say that we are paid well enough.

Jaggu: Yeah, it’s a great job. And yeah… they pay us enough! Enough to wake us up in the wee hours of the morning and make us head towards the studio. Its great to be an RJ on Go, the work satisfaction that you get is indeed tremendous. In addition to a super work environment!

Q. Is there a written script that’s involved? Or is everything that you say, spontaneous? Jaggu: Well, there is no script. We make a note of the points that we are going to touch on, during the course of our discussion but that’s where it ends! If you were to write a script and then read it out while on air, I can assure you that the whole thing would turn out incredibly bad and there would be a much-rehearsed unrealistic tone to it. Going on air without a script… I know that its sounds a bit unnerving but trust me; the edginess is worth the final product. The word is not unprepared, it’s unscripted.

Q. What excites you the most about the job? Tarana: The countless SMS messages that we get from our listeners in addition to the persistent phone calls. I love the one on one relationship that we have managed to build with our listeners.

Jaggu: I love the fact that we have managed to make a drama out of traffic updates. For instance, an ongoing debate on ‘How can Siddhivinayak be traffic less on a Tuesday?’

Q. Things that you can’t stand about each other? Jaggu: This should come easy. Tarana’s terribly bossy and she gets away with all kinds of stuff. Plus, she has this awful habit of referring to the actor Govinda as Govinda Ji! Now that’s annoying.

Tarana: What’s annoying about Jaggu? Well, there are occasions when we are going on air in the next 2 seconds and Jaggu’s blissfully lost in the Economic Times! And then, he gets on air totally unprepared. Uggh! It’s infuriating.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

TRAI releases Consultation Paper on reserve price for auction of FM radio channels

The regulatory body has asked for written comments on the consultation paper from the stakeholders by November 6

e4m by exchange4media Staff
Published: Oct 17, 2019 1:19 PM  | 1 min read
TRAI

The Telecom Regulatory Authority of India (TRAI) has released a Consultation Paper on "Reserve Price for auction of FM Radio channels".

The Ministry of Information and Broadcasting (MIB) sent a reference dated August 22, seeking recommendations of TRAI on reserve prices for 283 cities (260 new + 23 existing) under FM Phase-Ill Policy.

Accordingly, this Consultation Paper has been prepared to seek the comments and views of the stakeholders on issues related to estimation of the reserve prices for auction of FM Radio channels.

As part of the consultative process, the Consultation Paper has been uploaded on the TRAI website.

The regulatory body has asked for written comments on the consultation paper from the stakeholders by November 6. Counter-comments, if any, may be submitted by November 13, the paper said.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

Radio Mango Nerolac ‘Pulikkali’ celebrates the essence of Onam

Radio Mango in association with Nerolac Healthy Home Paints flags off an Onam folklore-themed roadshow in Kerala

e4m by exchange4media Staff
Published: Sep 13, 2019 6:44 PM  | 1 min read
Radio

Radio Mango in association with Nerolac Healthy Home Paints launched ‘Pulikkali’, an Onam folklore-themed state-wide roadshow that resonates with the ideology of unity among all people, regardless of their caste, colour or religion.

The road show brings to life the most vibrant and eye-catching ritual of Onam, the Pulikkali (Tiger Dance). The campaign also fondly recalls the popular Onam folk song ‘Maveli Naadu Vaneedum Kaalam, Manushar Ellaarum Onnu Poley.’

It is designed around the ancient folklore of the golden reign of King Mahabali when there was no discrimination on the basis of caste or class and there was neither crime, nor corruption.

The dynamic crew of entertainers, dressed as Pulis (Tigers) accompanied by Chenda Melam (traditional percussion) artists will travel across Kerala for 15 days as part of the campaign to emphasise the fact that no matter what, we all are one and whatever the colour, we must unite to make this Onam colourful.

The flag off to the ‘Pulikkali’ roadshow was conducted in Kochi by Malayalam actor Saiju Kurup in the presence of Ravindran Nair, Programme Director, Radio Mango, and Rajesh C., Kerala Regional Sales Manager, Nerolac Healthy Home Paints, at Malayala Manorama’s Panampilly Nagar office.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

PM Modi lauds Fever FM’s #PlasticSeBreakUp initiative

In a tweet, the Prime Minister congratulated Fever FM for its innovative campaign to ensure reduced usage of single-use plastic

e4m by exchange4media Staff
Published: Sep 13, 2019 5:46 PM  | 2 min read
Fever FM

As part of the Fever Voice of Change CSR initiative, Fever FM launched the ‘#PlasticSeBreakUp’ campaign to make India free from single-use plastic.

Drawing inspiration from Prime Minister Narendra Modi’s message this Independence Day, the initiative urges all shopkeepers to do away with single use plastic bags.

PM Modi too tweeted in support of Fever FM’s Bharat Positive initiative. He said ‘I congratulate Fever FM for their innovative campaign to ensure reduced usage of single use plastic. I urge shopkeepers to take part in this campaign with vigour. Such efforts will add valuable momentum to the Swachh Bharat Mission.’

Talking about the initiative, Harshad Jain, CEO – Radio and Entertainment, HT Media Ltd and Next Mediaworks Ltd., said, “We are extremely grateful to our honourable Prime Minister for his encouragement and appreciation of our latest Bharat Positive campaign, and assure him of our unending support. This encouragement gives us motivation to continue our work with greater zeal to bring about a positive change in the country. We are committed, with our latest campaign against single use plastic, to drive the citizens towards a plastic free India. Bharat Positive is a Fever Voice of Change (FVOC) initiative, the biggest CSR in the history or radio.”

Gautam Gambhir, cricketer, MP and face of Bharat Positive initiative, said, “Credit to team Fever and the listeners of the radio station. PM sir noticing the campaign is no mean feat, it just gives a shot in the arm. Of course when Mr Modi talks, the world listens. There’s substance in his thoughts and him putting the weight behind ‘Plastic Se Breakup’ campaign will only galvanise the whole movement. The fact that his following cuts across age groups is another huge plus. Through PM’s support, the youth, the mid-aged and the elderly, everyone will know about this campaign.”

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

RED FM's ‘Pride Ki Side’ campaign highlights LGBTQIA + issues

To celebrate the first anniversary of repealing of Section 377, the initiative will provide a platform to share stories and highlight challenges faced by the community

e4m by exchange4media Staff
Published: Sep 9, 2019 7:03 PM  | 2 min read
Red FM

93.5 RED FM has launched a brand-new initiative – ‘Pride Ki Side’ to celebrate the first anniversary of repealing of Section 377. The initiative will provide a platform to share stories and highlight the various challenges faced by LGBTQIA+. The concept of this campaign majorly aims at educating the masses about the pride community.

RED FM has joined hands with Naz Foundation and Breaking Barriers – a project by students of Tagore International School, Vasant Vihar, Delhi, to sensitise the society at the grass root level.

RED FM is targeting the children at a young age so that they become compassionate and kinder towards LGBTQIA+ children.

To support this belief, various workshops are being conducted in schools to provide a safe and respectful learning environment for everyone. Trained and certified counsellors accompanied by RED FM’s team and RJs are conducting the workshops.

Speaking about this campaign, Nisha Narayanan, COO and Director, RED FM and Magic FM, said, “Looking at the status of LGBTQIA+ community in India, it is high-time we start educating the people about them. Everyone should have the right to openly appreciate and practice who they are and love who they want. At RED FM, we believe in supporting this movement through our humble initiative ‘Pride Ki Side’. We want to raise awareness in the public about the challenges faced by them. We hope more people will come forward, share stories and help empower each other. Our vision is to create an inclusive environment and encourage our audience to adopt a progressive and compassionate outlook towards the LGBTQIA+ community.”

Commenting on the association, Anjali Gopalan, Founder and Executive Director, The Naz Foundation Trust said, “I am so happy that RED FM has taken this step to highlight LGBTQIA + issues. The Naz Foundation (India) Trust is proud to be part of this journey.”

To ensure maximum outreach, RED FM has also introduced a daily special morning show on their radio channel with a counsellor. This engaging and interactive format of the show will address queries and problems of the community who face bullying, hatred and discrimination at institutes or workplace.

Besides this, RED FM has also invited a well-known LGBTQIA+ influencer at their studio who will share stories of courage in dealing with cyber trolls, verbal harassment, and how they moved-ahead and dealt with such situations.

The campaign, which began September 4, runs till September 13.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

Dia Mirza supports BIG FM’s green Ganesha initiative

To spread awareness about using eco-friendly Ganesha idols, BIG FM held a two-week-long contest and 15 winners were felicitated with a Tree Ganesha by Mirza

e4m by exchange4media Staff
Published: Aug 30, 2019 7:06 PM  | 3 min read
Diya Mirza

For the 12 th year in a row, BIG FM has brought to light the importance of celebrating festivities in an eco-friendly way through Ramky’s BIG Green Ganesha.

The initiative promotes the use of eco-friendly Ganesha idols and its celebration with minimum environmental damage. RJ Rani, the face of Ramky’s BIG Green Ganesha initiative, hosted the event, which was graced by actress Dia Mirza, Sujiv Nair from Ramky Enviro Engineers Ltd and Ram Kharpuriya, Director - Greenland Farms.

15 lucky contest-winning listeners were felicitated with a Tree Ganesha by Mirza, at the BIG FM office.

To spread awareness about using eco-friendly Ganesh idols, a two-week-long contest was held and it resulted in widespread response from listeners across Mumbai. BIG FM Mumbai associated with Tree Ganesha as they create eco-friendly idols which are made of natural soil and also melts completely after immersion in water bodies as compared to non-biodegradable options that create pollution.

Commenting on the initiative, a BIG FM spokesperson stated, “BIG FM has always tried to bring about a positive change in society. BIG Green Ganesha has been our on-going initiative for the past twelve years which is amplified through on-air and digital channels. We at BIG FM believe in ‘Change starts with you’ and through this campaign tried to raise awareness on the environment pollution created with non-biodegradable idols. The campaign has been very successful till date and we are happy and proud that we as a medium can offer our listeners entertainment with purpose.”

Nair, Chief Human Resources Officer of Ramky Enviro Engineers Ltd, commented, “The Green Ganesha initiative is our contribution to the environment. Being in the space where we closely experience the hazards that affect the environment, we are trying to make Green Ganesha an awareness campaign and save the environment from the use of harmful products. Through this we urge the people to acknowledge an environment-friendly celebration by adopting the use of eco-friendly products.”

Mirza added, “I am very happy to be here. Moreover, I am extremely grateful to BIG FM for this campaign that has been raising awareness over the last 12 years. For the past few years, I have been associating with beach clean ups post the Ganpati Visarjan and it’s very disheartening to see the remains of the idols washed back ashore. Three years ago, Dattadri (Kothur of Tree Ganesha) and I made one of these tree Ganeshas together and it was a beautiful feeling. The happiness you feel while doing something for the better good just elates you to a whole new level. I urge more people to opt for eco friendlier methods, for not just their Ganpati celebrations, but in their day-to-day activities as well.”

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

Radio Adex: Ad volume sees 8% decrease in indexed growth in Q2 2019

Paytm.com continues to be the top brand to advertise in the services sector in the first half of both 2018 and 2019

e4m by exchange4media Staff
Published: Aug 21, 2019 8:31 AM  | 2 min read
Ad ex Radio

The recent Radio Adex report for ad volumes in the medium for the first and second quarter of 2019 shows 8 per cent decrease in indexed growth.

In the first quarter (Jan-March), the service sector had 31 per cent share which came down to 26 per cent in the second quarter (April-June). The retail sector saw increased share in the second quarter. From 8 per cent in the first quarter, the ad volumes from the retail sector increased to 11 per cent. This was the time when IPL, General Elections and World Cup were ruling the roost.

Interestingly, Banking/Finance/Investment sector which was one of the top advertising categories in the first quarter with 12 per cent share, doesn’t find a place in the top five super categories in the second quarter. Education makes an entry in the top five list for Q2 with 10 per cent share. Auto jumped from 8 per cent to 10 per cent, while food beverages declined from 10 per cent to 9 per cent.

If we consider the ad volume in Radio for the first half of 2019 vs the first half of 2018, the indexed growth saw a decline by 9 per cent. Services continue to take the maximum share. In 2018, it was 30 per cent share while in 2019, it is 29 per cent share. Retail, Food & Beverages, Banking, Finance and Investment saw similar shares this year as was in 2018. Auto moved from 8 per cent in 2018 to 9 per cent this year.

Paytm.com continues to be the top brand to advertise in the services sector in the first half of both 2018 and 2019. Google Pay takes the next spot this year as compared to Amazon.in in 2018. Google, Cars24, Yahoo Cricket were the other brands which were a part of the top 5 brands in the first half of 2018. This year, Cars24 remained constant while there has been an addition of Hotstar and Phonepe in the list.

In the retail sector, except for Home Centre (Koz), all the brands that advertised on Radio in the first half of 2018 are missing from the top 5 brands list of 2019. While last year there were Great Eastern Trading, Central (Pantaloons), Max Retail, and South India Shopping Mall, in 2019, they are replaced by Alishan, Reliance Trends, The Chennai Silks and Lifestyle. In the Food and Beverages category, the Pan Masala brands continue to make a mark.

The cars category has jumped from 5 per cent to 7 per cent shares on radio, when compared to the first half of 2018 vs the first half of 2019. Properties/Real Estates have the maximum share of 8 per cent in 2019 compared to 9 per cent in 2018.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

FM Tadka goes for makeover with ‘Apni Suno’ campaign

Apart from the new positioning statement, FM Tadka also sports a new logo indicating dialogue within for a positive change

e4m by exchage4media staff
Published: Aug 19, 2019 10:53 AM  | 3 min read
FMTadka

Three months ago, management at the Patrika group decided to go for a makeover of FM Tadka. And just two weeks back, the revamp exercise reached a climax at film studios in Jaipur with RJs all across the country practicing steps for the new jingle video having both an aspirational and inspirational feel to it.

The radio network, spanning six states and 18 cities, started its teaser campaign on August 1 with a mascot named Mr. Mannki who ignited people's minds on the new message hidden in its pose which became quite a hit amongst listeners.

The campaign garnered praise from celebrities across the spectrum. Singers Sukhwinder Singh, Hariharan, Tochi Raina, Aastha Gill, and Hindi film industry stars like Tusshar Kapoor, Mallika Shehrawat, Urvashi Rautela, Sonali Kulkarni, director Nitish Tiwari, Super 30 founder Anand Kumar, comedians Shekhar Suman, Sunil Pal, Raju Shrivastav and sports stars appreciated the concept when it was shared with them during their visits to FM Tadka. The campaign, Apni Suno, talks about making a transformation in life.

“As a country, we have always followed Gandhi ji’s three monkeys, but now the fourth monkey Mr Mannki came with a message- to bring a positive change in your life and to the destiny of the country- Apni Suno. This network philosophy was aptly revealed on Independence Day,” the network said in a statement.

“From students as environment crusaders, young innovators to reality stars from smaller cities- there are many examples of people listening to themselves and carving a new life for themselves. It is this clarion call that FM Tadka is bringing to its listeners and propagating through roadshows, cinema, mall tie ups and artists across the country,” the statement read.

 Gaurav S Karrir, the National Programming Head, further reveals, “The prospect of a product change around was quite exciting. We took innovative ways like making Mr Mannki our mascot, mask inserts in newspapers, celeb led Apni Suno life changing stories and using Patrika power in digital, outdoor, print and tv to make people notice the new message of Apni Suno”.

 Saurabh Bhandari, National Head Marketing, Patrika Group, who has seen the radio product evolve over the years, applauded team Tadka and shared his vision, saying, “We at Patrika Group always believe to bring change in people’s life. Our endeavour FM Tadka's ‘apni suno’ positioning is yet another step in same direction, there has been a deep study and long research behind this, we are confident listeners and our trade partners will continue their love n support to FM Tadka.”

 Apart from a new positioning statement, FM Tadka also sports a new logo indicating dialogue within for a positive change. Shades of blue pointing at freedom of expression. The core TG now is 16-30 with music starting from 2008 and the playlist focused on melody.  FM Tadka's flagship Jaipur station now has a new team of RJs making the entire station live with focus on social impact plus technology and sports segments.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp