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Programming Strategy

What?

FM Velvet-

A Radio Frequency

which caters to India

as a family

Why?

India being a family

oriented nation and

having a very high

collectivism index, we

wish to cater to a family

audience, with everybody

ranging from 15-50 years

of age

Radio Personality

Energetic Cheerful

Mature Positive

Fresh

Music Type

Songs set between the Era of Current and Recurrent Music, i.e. from 1990s to Present (2015)

A right mix of CHR & AC Music

Song Scheduling

Time Slots Song Era Song Genres

Examples

7 a.m. – 9 a.m. 2005-2009 Soft Music Subah Subah Ye Kya Hua

9 a.m. – 11 a.m. 2013-2015 Trending/ Current Hits

Sooraj Dooba Hai

11 a.m. – 1 p.m. 2010-2013 Pop Music Tum Hi Ho

1 p.m. – 5 p.m. 2000-2005 Post Recurrent Mere Khayalon ki Mallika

5 p.m. – 9 p.m. 2010-2015 Major Hits Badtameez Dil

9 p.m. – 12 p.m. 1990-2000 Between Recurrent &

Hits

Dil Se re

Kinds of RJsTime Slots RJ Name RJ Personality

7 a.m. – 11 a.m. RJ Jalpa Lively, Not too Loud, Updated with

Trending Songs/ movies

11 a.m. – 1 p.m. RJ Ekagra Fresh voice, Positive & Entertaining

1 p.m. – 5 p.m. RJ Priyal Pleasant, Soothing voice, Composed

5 p.m. – 7 p.m. RJ Soumitra Energetic, Chirpy, Intellectual

7 p.m. – 9 p.m. RJ Gaurav Cheerful, Able to draw audience

attention and give traffic updates

9 p.m. – 12 p.m. RJ Sushant Sober, Mature & Composed

Client Brief

• Pantaloons presence in

Mumbai is not too strong

• Competitors like Shoppers

Stop, Reliance Trends, Marks

& Spencer dominate

• Make people buy from

Pantaloons, Phoenix Kurla

Market City and still promote

the feeling of purchasing

from Pantaloons across the

city

• To increase popularity, create

greater awareness and

likeability, loyalty programs

etc.

Non-FCT Integrations

• Radio Contests

• RJ Mentions

• OB Links

Contests

• Contests held from Monday-Friday in the time slot of 5-9

p.m.

• 3 Lucky Winners get a Pantaloons green card with pre-

achieved 1000 Loyalty Points already on the card or a

chance to attend the Pantaloons Fashion Show to watch

Siddharth and Alia Live.

5 Themes of the Contests

Day Contest Name

Content Example

Monday Link-Up A Contest revolving around Siddharth Malhotra & Alia

Bhat

What was Siddharth Malhotra’s name in Hasee toh Phasee?

Tuesday Mumbaiya City Centric Guess the name of an area in Mumbai

which means a Barber’s Village?

Wednesday Monsoon Dhamaka Monsoon Special In a span of 30 seconds, Name 5 Songs that have

mentions of Rains in them.

Thursday Sadabahar Evergreen Yash Chopra’s Evergreen film from

th year 2000 that had an Ensemble

Cast?

Friday Trend Setters Fashion What Trend/Fashion did Kareena Kapoor set in Jab we Met?

Activation

• 4- Day on ground Mall

Activation Events

• 4 Sundays in the month of

July

• 5th July- A Fashion Show

• 12th July- Style yourself.

• 19th July- Shopping

Treasure Hunt.

• 26th July- Flooding Offers

Spots

Each Spot will be of 10 seconds, 10 seconds = 1 second age

• 30 spots per day for the first 2 weeks

• 20 spots per day for the next 2 weeks

• 30 spots per day again for the Final week

• Total Spots for 5 weeks = 910 secondages

Effective Rate

Effective Rate (ER) = Value/ Volume

Assuming an ER of 500, Value = ER x Volume

Value = 500 x 910 = ₹ 4,55,000

A PRESENTATION BY:

Antara Acharya (01)

Alden Gonsalves (10)

Soumitra Kulkarni (18)

Ria More (26)

Sayali Prabhu (34)

Pooja Shah (42)

Chainali Vyas (50)