Radio One has created the ‘Music Legends Hour’ in Delhi and Mumbai stations to ensure top of mind recall for the Ray-Ban celebrations
BestMediaInfo Bureau | Delhi | July 3, 2012
94.3 Radio One turned international in Delhi and Mumbai from January 29, 2012, providing an excellent opportunity for brands looking to reach a well-profiled audience in the two metros. Within this short span of time, 8 million listeners in the two cities are being reached as per average RAM scores. Now, Ray-Ban is partnering Radio One to create a brand spike for its global 75th anniversary celebrations.
Ray-Ban India had approached Radio One to build a brand spike on Radio One about their legendary years. They wanted to create an impact with Radio One in Delhi and Mumbai to create awareness about their celebrations. The primary push behind this activity was to invite people to visit their website and upload their legendary moments with a story. The best entry gets an all-expense paid trip to the 75th anniversary celebrations.
Offering a creative solution, Radio One came out with a unique idea of creating a Music Legends Hour through which they created daily engagement using legendary music artists to ensure top of mind recall for the Ray-Ban celebration. The idea was to connect people to the images of famous musicians who have worn Ray-ban almost as a mental image and pushing people to the Ray-ban website.
The activity started in May 2012, and celebrates a legendary musician every day Monday to Friday, 6 to 7 PM. The FM station hosts present this show in Delhi and Mumbai garnished with special trivia around the legend and their legendary moments.
The campaign also has different monthly spikes to give an additional boost of refreshment to the entire activity every month. The activity is also being pushed through social networking sites. The Ray-Ban Celebrating Legends Hour went on-air on May 221, 012 with pop legend Michael Jackson and his popular songs. Till date the legends hour on Radio One has relived the music and memories of legends like Madonna, the Beatles, Abba, Queen and many more.
Amitabh Sehdev, Marketing Head, Luxottica India, said, “To commemorate 75 glorious years of Ray-Ban, the brand is paying tribute to the icons and legends of the past, present and future. Music is an active interest space for the Ray-Ban TG and Radio One provides an appropriate platform to connect and engage superiorly with them.”
Vineet Singh Hukmani, MD, Radio One, said, “We are happy that an iconic international brand like Ray-Ban is celebrating a global event with us exclusively. Eight million educated English-speaking Indians who have a comparatively higher net worth are loyal to our international radio stations in Delhi and Mumbai. This has allowed us to offer more value to brands across categories and spends.”