BBC now comes to radio

BBC has launched a new campaign to highlight the fact that it is now available on Radio One FM. The campaign has been created by OgilvyOne Worldwide.The campaign takes the positioning "BBC expertise comes to radio".  The communication strategy involves two phases with a generic ad campaign that talks about BBC being available in the FM space. This is followed with ads that build identities of the three key programmes – BBC Ek Mulaqat, BBC Ek Minute and BBC Take One.

"The objective of the campaign is to engage and interact with growing FM audiences and create more," says Vaishali Sharma, head of Marcomms, BBC Global News Division, South Asia, "The brief given to the agency was to strongly position BBC on FM channels and create a buzz for the programmes. The challenge was how do we translate the BBC values into a genre that is seen to be so different from our brand perception in the market," she adds.

The creative team includes Dinesh Parab (creative director), Shankar Lakshmanan and KN Rajesh (both associate creative directors, copy) and Vijay Bhutkar and Mahesh Hadkar (both art directors). The media exposure includes print, radio, outdoor, on-ground activation.