Milestone Brandcom creates youthful new image for ABP’s Friends FM

29 Aug,2013

By A Correspondent


When the ABP Group’s Friends 91.9 FM was re-launching and repositioning itself as a youthful FM station in Kolkata, it got outdoor specialist Milestone Brandcom to  conceive and execute a campaign.


The USP of the station, which plays a mix of Bengali and Hindi music, is that it caters to a slightly mature audience, and positions itself to the listener as “the friend you always had”, notes a communiqué.


The brief to the agency was to project the brand as one of the most happening FM stations in town. The campaign was designed to connect Friends FM with people individually as their ‘friend and was executed in two phases – Teaser and Reveal. Innovations played a major role in the effectiveness and reach of the brand.


“Milestone proposed numerous outstanding innovations for us as a brand to create a differentiator in the city. It was difficult for us to pick and choose just one idea that we liked! Therefore, we shortlisted seven ideas that were to be scaled up throughout the city. Through various innovations we kept Kolkata hooked to the campaign as it broke the clutter in the outdoor space to highlight our brand more prominently, “said Dhruba Mukherjee of ABP group.


Surojit Sen, AVP East India 360 Integration, Milestone Brandcom added: “This is the first time Kolkata has seen an array of innovations executed in one single campaign. It really works for us as we could connect with people and achieve a desired mileage to reach a milestone”


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