Indiantelevision.com Team

(16 July 2008 9:30 pm)

MUMBAI: Bhaskar Group's My FM has launched a new brand campaign 'Jiyo Dil Se'. The new theme campaign 'Tension Naa Lene Kaa... Naa Dene Kaa... Jiyo Dil Se is targetted at the youth and urges them to live life on their terms.

As part of the campaign, My FM has launched different flavours for station Jingles like Reggae, Jazz and Hip Hop. The different sounds are based on different 'mood maps'. The peppy flavours will be played for drive time while Jazz and Reggae will be in the afternoon and late evenings with a contemporary soft note.

The jingles have been specially composed by Vipin Mishra.

My FM has introduced new brand promos, show promos and new segments like ‘Suno Dil Se’, ‘Bharo Rang Dil Se’, ‘Izhar Karo Dil Se’ and humour segments like ‘Irfan CD Centre’ and ‘Julie’.

MY FM COO Harrish M Bhatia said, “This new campaign Jiyo Dil Se! is an extension of My FM’s commitment and it’s understanding of the evolving audience’s preferences. The freshness in the branding will ensure that My FM stays young, responsive to listeners’ aspirations and ever eager to serve them better."

We have done some exciting experimental work like using Reggae, Jazz and Hip Hop influences which are bound to connect with our listeners. ‘Jiyo Dil Se’ has a universal appeal which I hope will tug at our listener’s heart, lighting up their faces with a smile. And will give the advertisers and business partners an enriching and encompassing ideology to incorporate their image with My FM.”