BBC launches marketing campaign to raise radio awareness in India


Mumbai: The BBC launched a marketing campaign to further increase awareness of the BBC’s presence on FM in India. The campaign also included interactive events being held at leading malls across the city. As part of the inventive on-ground activation planned by the BBC, for the first time ever BBC’s India editor Sanjeev Srivastava interviewed Indian director/actor Farhan Akthar at the mall, for the BBC show Ek Mulaquat.

The marketing campaign positions BBC’s programming specially tailored for India’s FM market. Executed by OgilvyOne Worldwide, the 360-degree campaign comprises three radio jingles, print advertisements, out of home and a host of on-ground activities. The campaign has a mix of six different creative ideas that reflect the core subject of unique and innovative BBC programming on FM simultaneously retaining the essence of the brand.

Over 20 million people listen to the BBC in India in a range of languages. The BBC programmes produced for FM in India can be heard in 13 cities on community as well as commercial radio stations.

Key programmes that the BBC broadcasts on FM are:

* BBC Ek Minute – a one-minute update on happenings from the world of showbiz and sports. Each "capsule" is illustrated with sound bytes from people in action – famous sportspersons, film personalities and pundits. Delivered in easy and lucid language and unique style, this special infotainment output is produced by a team of professionals in the BBC studios in Delhi, with inputs from BBC reporters across the world.

* BBC Ek Mulaqat – a weekend talk-show where famous people chat about the "other side" of their lives presented by BBC’s India editor Sanjeev Srivastava. From childhood stories to teenage trivia, we find out about the hobbies, passions and little-known facts about the people who are always in the limelight.

* BBC Take One – the programme gives an honest and informed opinion on new Hollywood & Bollywood films releasing in the week. The cinematic nuances are analysed by top film critics as well as the public. Moderated by an informed presenter, the show is interspersed with "tinsel talk" – behind-the-scenes stories, – sound bytes from actors, directors and film music.

BBC Global News Division, South Asia head marketing and communications Vaishali Sharma said: "BBC radio has been historically significant in India and is now making its presence felt across rapidly growing FM space in the country. The BBC programming on FM has values of objectivity and editorial integrity that are synonymous with the brand, while at the same time it seeks to inform and entertain audiences across India."