The revamp exercise of FM Tadka from the Patrika group reached a climax at film studios in Jaipur with RJs all across the country practising steps for a new jingle video with an inspirational feel to it.
The radio network that spans 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 among listeners.
The campaign garnered praise from celebrities across the spectrum. Singers Sukhwinder Singh, Hariharan, Tochi Raina, Aastha Gill,
Hindi film industry stars such as 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, which says that to make a transformation in your life, Apni Suno.
As a country we have always followed Gandhiji’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 revealed on Independence Day.
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.
Gaurav S Karrir, the National Programming Head, said, “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, said, “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. With past identities such as Solid Radio and Sounds Good having been part of the journey, the radio brand is now evolving with the times.