TBWAIndia has won the advertising duties for Hello FM. The radio station is owned by Malar Publication, a part of the ‘Daily Thanthi’, which is foraying into FM radio broadcasting in Tamil Nadu and Pondicherry under the brand name, Hello FM 106.4, by September 2006.
The ‘Daily Thanthi’ is one of the largest circulated Tamil newspapers in the country and has been in existence for over 70 years. Sovereign Media Marketing is the company that markets the ‘Daily Thanthi’.
TBWAINDIA did not participate in the pitch by making a creative presentation, but put into effect the agency’s philosophy and planning tool, Disruption. Nine agencies were in the fray for the business, but their names could not be ascertained. The size of the business is estimated to be Rs 3 crore.
Balasubramanian Adityan, managing director, Hello FM, says, “TBWA’s understanding of the business was unique and it has been assigned the comprehensive exercise of brand building and communication for the seven licences won by the radio station.”
“TBWAIndia offered to disrupt Hello FM. At first, it was a bit startling, but the end result is a truly disruptive brand, right down to the content and personality. Estimating the number of FM stations that are going to hit the people of Tamil Nadu in the months to come, a disruptive brand becomes the need of the day. TBWA has shown commitment to the brand and has been a true partner in every aspect of the programming, too. We are happy that we agreed to TBWA’s disruption policy,” says Rajeev Nambiar, chief operating officer, Hello FM.
Remy, content head, Hello FM, says, “It is easy to differentiate the channel from others and for creatives to stem from the disruption positioning. It has also formed the basis for our programming.”
Commenting on the win, George John, chairman and chief executive officer, TBWAINDIA, says, “Disruption is going deeper into the depths of the brand and developing a way that forges a path ahead for the brand and makes it fundamentally stronger in solving brand issues. It paves the way for great work and great relationships. I am happy when a prospective client agrees to a Disruption day instead of the usual pitch format.”
Kaustav Das, vice-president, South, TBWA India, remarks, “Hello FM is special for TBWA India because here’s one brand where everything from content to communication is Disruptive. Disruption is most versatile and arguably the world’s best planning process. It can be used to evolve disruptive products, disruptive marketing plans or disruptive communication.”
The media mix for Hello FM will consist of traditional TV, press and outdoor along with some unconventional media that are in sync with TBWA’s Disruption and Connections philosophy.