For the time two media brands merge their tagline; launch week of the show sees new baseline for Radio City 91.1 FM.
BestMediaInfo Bureau | Delhi | August 1, 2011
COLORS, known for its innovative marketing has integrated its marquee show India's Got Talent's third season's tag line with the tag line of Radio City 91.1 FM. The new baseline for Radio City 91.1 FM till the time of the launch week of the show will be, "Bol utha hai sara jahaan FM Bole Toh Radio City 91.1. Aur ab bol uthega sara jahaan India's Got Talent only on COLORS."
Until now brands have usually looked at radio channels as another medium for advertising their upcoming products and services. For the first time ever, COLORS has gone ahead and merged the taglines of two different brands to create something innovative, unique and with great recall value. The new tag line is catchy and is bound to strike a chord with the radio station's listeners.
The channel COLORS has always been at the forefront of innovation be it in terms of story concept programming or marketing. For their last big property, Fear Factor Khatron Ke Khiladi Torchaar, the channel had teamed up with the railways to do innovative safety announcements for commuters. This tie up with Radio City 91.1 FM is yet another feather in the innovative channel's hat.
Speaking about the campaign Rajesh Iyer, Assistant Vice President Marketing, COLORS said, "We believe that it is important to innovate across all the mediums. This time around, we've gone a step ahead in terms of our alliance with our radio partner and have integrated the tag lines of Radio City 91.1 FM and India's Got Talent to create something that is unique and resonant with values of both the brands. It is a mutually beneficial integration that creates a great synergy between the two."
Elaborating further Ashit Kukian, COO and President Ad Sales, Radio City 91.1 FM said, "Radio quickly establishes the communication in the minds of the core TG. We at Radio City are known for path breaking innovations and this integration with Colors according to us will set a new bench mark in innovation and allow two leaders in their respective mediums to leverage on mutual strength.”
India's Got Talent Season 3 launched on COLORS on 29th July 2011. This year along with veteran jury members Kirron Kher and Sonali Bendre, the show has a new member on the panel, evergreen actor Dharmendra. The show focuses on bringing forth unique talent from across India.