How has the journey been from Radio City City Mein Kho Jao till Whatte Fun?
City mein kho jao was a different proposition. It underlined the music one could lose onself in, and also offered the local connect to the city, but there was no clear cut strong differentiator that was coming out with the tag line. The medium is very vibrant and energetic, and the tagline wasn’t taking the high end platform of pumping in energy. Besides, it was okay till there were just two or three stations, but as competition grew, naturally one had to re-look at the positioning because now it had to be a long term one. Owning a ‘fun’ platform seemed like a good idea, because no one had gone for it till then. A lot of research went in before we firmed up the platform along with our research partner Synovate, our media agency Univeral Lodestar to get a complete psychographic understanding of the SEC AB. What came out of the research were their music habits, what this TG looks for in an entertainment medium like TV and radio. Hence, we also decided to take the ‘fun’ way and not become
