Three months ago, the management at the Patrika Group decided to revamp FM Tadka, the process to which completed two weeks back at Jaipur.
FM Tadka, a radio network that spans 6 states and 18 cities started its teaser campaign on August 1 with Mr Mannki as their mascot. Mr Mannki is being positioned as the fourth monkey, an extension to Mahatma Gandhi’s three monkey rhetoric. The idea is to bring a positive change in the lives of the listeners and the country as a whole with ‘Apni Suno’. The philosophy was revealed by the brand on Independence Day.
Gaurav S Karrir, the National Programming Head further reveals, “The prospect of a product revamp was quite exciting. We took to innovative ways like making Mr Mannki our mascot, putting mask inserts in newspapers, collating celeb-led Apni Suno stories and using Patrika power in digital, outdoor, print and TV to spread the word.”
Saurabh Bhandari, National Head Marketing, Patrika Group who has seen the radio product evolve over the years applauded team Tadka and shared his vision, saying “We at Patrika Group always believe in bringing change in people’s life. FM Tadka’s ‘apni suno’ positioning is yet another step in the same direction. It is backed by research and we are confident our listeners and trade partners will continue to support FM Tadka.”
As a part of the launch campaign, FM Tadka took to roadshows, cinema, mall tie-ups and partnerships with artists across the country. Using shades of blue in the logo, the brand wishes to imbibe the values of the freedom of expression in their revamped identity.
The core TG being targetted is 16 to 30-year-olds, their playlist focusses on melody. FM Tadka’s flagship Jaipur station has a team of RJs who are creating content focussed on social impact, technology and sports. In the past, the network has dabbled in identities like Solid Radio and Sounds Good. This wave of rebranding is their effort to evolve with the times.