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.
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