Abraham Thomas of Radio City 91.1 FM talks about the fifth edition of the Radio City Freedom Awards 5.0. Mayank Pareek of Tata Motors tells us about Tata Nexon’s association with the Board of Control for Cricket in India as the official partner for VIVO IPL for the next three years
ALL THE NATIONAL PROPERTIES THAT WE PLAN AND EXECUTE ON RADIO ARE AMPLIFIED ACROSS VARIOUS PLATFORMS: ABRAHAM THOMAS
FM station, Radio City is back with the Radio City Freedom Awards 5.0, the fifth edition of the music platform in India. The Grand Finale took place on March 22. Abraham Thomas, CEO, Radio City 91.1 FM tells us more about the property
Evolution of the Radio City Freedom Awards (RCFA): Started in 2013, Radio City Freedom Awards is now in its fifth year and has evolved to become a platform to recognize, honour and celebrate talent in independent music, across genres and languages. This latest season of RCFA witnessed pre-gigs across 13 cities, with a record-breaking 864 entries from bands and artistes in this sphere. With over 16,000 votes from listeners, RCFA has spurred the Indie revolution by providing a platform for aspiring musicians from all parts of the country to showcase their exceptional talent. Themed around ‘Sounds of the Soil’, this countrywide movement promotes new sounds of the new generation with a perfect amalgamation of modern music with a traditional touch.
On the sponsors on board: The sponsors on board for RCFA have also grown over the years, hand in hand with this unique property. This year, RCFA is presented by ‘Jockey’ and driven by ‘Skoda’ with other sponsors like OK Listen, Vicks, The Rock Street Journal, Rock Bong and IndiHut. As part of their integration, a jingle for Jockey was created with the talent from RCFA showcasing content strength that goes beyond simple programming. The growth of this property has scaled up year on year and we look forward to a rocking season this year as well.
On Radio City’s on-ground properties: Radio City has an active roster of radio-centric properties through the year like City Cine Awards, Radio City Super Singer and Gig City which get amplified beyond Radio to other media like online, on-ground and off-air. These properties could be national across our 39 stations or regional, depending on their geographic relevance. All the national properties that we plan and execute on radio are amplified across various platforms. The response we have received from our audience is very encouraging and we aim to continue developing newer properties, while strengthening the existing ones.
IPL GIVES YOU IMPACT ALL OVER THE COUNTRY: MAYANK PAREEK
The Board of Control for Cricket in India (BCCI) has associated with Tata Nexon as the Official Partner for the VIVO Indian Premier League for the next three years. Tata Motors will leverage the Vivo IPL 2018 platform to showcase the new Nexon in the stadium, across all matches, with on-ground engagement plans, merchandise and initiatives such as the Tata Nexon Super Striker and the Tata Nexon Fan Catch. Mayank Pareek, President, Passenger Vehicle Business Unit, Tata Motors tells us more....
On the Vivo IPL association: IPL gives you an impact all over the country. We are an all-India brand and want to be everywhere. One team is just in one place, in one city, so we realized it’s not enough. With this association, we are present at all the 58 matches for 58 days across the country, and this is unbeatable.
The fit between IPL and Tata Nexon: We will showcase the Tata Nexon, which is a great brand at the IPL. More importantly, it syncs with the Indian audience: young at heart, excited, they take life as it comes and see a car as an attitude statement. IPL attracts a lot of eyeballs and we will ride on this. Tata Nexon is class amongst the mass. Every Indian would have seen IPL once in their lifetime at least, and this association helps in generating consideration for the car. After that, if the product is good, it sells itself.
The budget and reach: I don’t think we can go into the specifics of ‘what’ and ‘how much.’ It’s enough to say that we consider this as a big investment opportunity. The kind of investment that goes into this is justified as the value it creates is definitely higher. As for the penetration, there are two objectives. One is the media, and secondly, each fan park, present across 36 cities, is attended by thousands of people.
Future plans: We are taking it one step at a time. We have taken a big decision. Going forward there will be many opportunities and we are here for the long term. Our attempt in marketing is to build enduring properties.
