TALKING POINT: INDUSTRY TRACKER

BY IMPACT Staff

Harrish M Bhatia of MY FM talks about its new campaign, ‘Chalo Aaj Kuch Achcha Sunte Hai.’ Swati Mohan of National Geographic & Fox Networks Group, India talks about the channel’s new show ‘Inside INA’. Latika Taneja of Mastercard South Asia talks about the role the brand is playing in India’s transition towards a cashless economy

MY FM LAUNCHES ‘CHALO AAJ KUCH ACHCHA SUNTE HAI’

MY FM has launched a brand campaign ‘Chalo Aaj Kuch Achcha Sunte Hai’, which takes its brand proposition of ‘Jiyo Dil Se’ forward. Harrish M Bhatia, CEO MY FM tells us more

Insight behind the new campaign: The campaign is rooted in our philosophy of ‘Jiyo Dil Se’. The idea was to build differentiation by delivering on our promise of unadulterated entertainment. With the category getting narrowed down to just beeps and mocking, we want to bring back the light-hearted, purposeful listening that radio always promised. With ‘Chalo Aaj Kuch Achcha Sunte Hain’, the attempt is to inspire listeners to look at the brighter side of things. It promises wholesome, light-hearted entertainment for all age groups. We are now a decade old radio network and our markets and listeners are evolving very fast. It was important for us to infuse some freshness in the brand to further cement our bond with our listeners and the much sharper proposition does just that.

Channel positioning: The proposition Chalo Aaj kuch Achcha Sunte Hai stems from Jiyo Dil Se. We had always been in this space of a positive, inspiring radio station urging its listeners to live life wholeheartedly.

NATIONAL GEOGRAPHICTO AIR ‘INSIDE INA’ ON I-DAY

On Independence Day, National Geographic takes its viewers inside the largest Naval Academy in Asia with the show ‘Inside INA’. The show captures how the men and women of the Indian Navy are moulded into future naval heroes. Swati Mohan, Business Head, National Geographic & Fox Networks Group, India tells us more

On Inside INA: As part of our Insider series, we take you inside the Indian Naval Academy, the initial officer training establishment of the Indian Navy and the Indian Coast Guard, located in Ezhimala, Kannur district, Kerala. This is National Geographic’s fifth series with the Indian armed forces. This series is special because it looks at the journey of the young cadets from the time they enter the academy, through their vigorous training, the emotions they go through till they make the cut and pass out as naval officers. When it comes to the infotainment genre, we were the first movers in creating India specific content and continue to be largest in terms of number of hours produced. We have timed Inside INA to coincide with the patriotic fervour around Independence Day.

Marketing: The series is positioned as the making of heroes and future generation of Naval officers. The trailer has notched up 4 million views on Facebook.

Taking up the ‘Further’ proposition: Last October, we rebranded the channel globally and embraced the tagline, ‘Further’. This series showcases stories about people who go further with their mission to defend the nation, and that’s what National Geographic’s mission also represents.

MASTERCARD: DRIVING A CASHLESS ECONOMY

Latika Taneja, Director, External Communications, Marketing & Communications, Mastercard South Asia, talks about how the company is working to position itself as the key partner in the country’s transition towards a cashless economy.

On the ‘Cashless Bano India’ campaign: In sync with the Government’s vision of cashless India, we joined hands with NDTV to launch the ‘Cashless Bano India’ movement. The campaign aims at accelerating the adoption of Digital forms of payments through an on-ground activations and a 360-degree campaign that will educate the masses about Digital payment solutions. The idea is to position Mastercard as a key partner and enabler in India’s journey towards a cashless economy.
 

Driving Digital adoption in smaller markets: We have partnered with the Confederation of All Indian Traders in Tier II cities to drive financial literacy. Since 2015, we have reached out to over two lakh merchants and small businesses across 30 cities and educated them about Digital payment technologies through our ‘Master Your Card’ empowerment programme.

Tags : Spotlight