Britannia Good Day & MEC India co-creates India’s first brand owned Campus Digital Radio Statio
Bangalore, March 16th, 2017: Britannia Good Day in partnership with MEC Wavemaker, a content arm of MEC India, conceptualized India’s first brand owned campus digital radio station in an attempt to get young Indians to smile more.
Gen-Z experiences the world through their mobile devices with information and opportunities at their fingertips. Riding this digital wave, Britannia aims to reach out to its young target audience proliferating the ethos of ‘Smiletainment’ - content that encourages youth to smile more. Campus Radio covers topics like music, sports, fashion, trends & films, in a youthful and campus reporting format, by partnering with Gaana.com and Radio Mirchi.
Britannia Good Day’s Campus Radio has been integrated in Gaana.com as a 24/7-web radio station with a promise of being a constant source of differentiated content the youth relates to and consumes. The theme for Campus Radio is ‘trending music, trending smiles’, basis which it will play music capsules, star shows and put in content that will encourage more smiles amidst the younger audience that wants to be tuned into the latest in lifestyle and music trends. It has been hosting a select list of the funkiest new music on the youth playlist from Bollywood and new indie pop artists across India. For the launch of Campus Radio, Radio Mirchi had composed a catchy new jingle with a spunky feel for the station and on-boarded a set of fresh new faces as RJs of this station.
Other segments that are also included are ‘What the Buzz’, which talks about all the happening trends around college campuses across metros, including current affairs and news, ‘Binge Watch’ which gives a preview of the hottest content on YouTube and provides a forum to discuss all the updates on the current TV series and many more to keep the listener hooked.
The brand identified that the youth strongly yearn for music, which emerges as one of the top affinity genres they consume daily. Commenting on the launch, VP, Marketing, Britannia Industries Limited, Ali Harris Shere says,“Good Day is an iconic brand and enjoys immense love and equity amongst the consumers. The brand holds the baton for making Indians smile more and we know that youth with their innate optimism and cheer will do this better than any other demographic. By establishing 'India's 1st aural social network', Good Day aims to connect deeper with its younger consumers. The digital radio station has been curated with a keen focus on today's youth and their passions, and the content will reflect what's current & trending in the country's pop culture".
He furtheradds, “Our youth are predominantly mobile natives and thisplatform wishes to be the youth's go to radio station for entertainment, musicand staying updated. This is a first of its kind initiative for Britannia, weare very excited and expect a terrific response from it."
On curatingthis unique platform for the youth, Kumar Deb Sinha, Head – India,MEC Wavemaker said, “The content space is now witnessing a change asbrands prefer to own unique platforms to connect and persuade their target audience.Our task at hand was to target Gen Z, who are interested in what’s new,trending and adapts to the latest trends. To focus on this specific audience,MEC had conducted an in-depth study in understanding Gen Z through customizedresearch and consumer behavior tracking tools, which helped to createcustomized and engaging audio platform called ‘Campus Radio’, a combination ofpreferred online (radio) and content (music) medium.”
He added,“MEC Wavemaker always believes in creating unique content ideas that goesbeyond traditional marketing activities that enables to strengthen the equityof the brand.”
Celebratingthe launch, Rahul Balyan, Head of Digital Initiatives, at Radio Mirchi said, “RadioMirchi, in partnership with Gaana, is happy to create an online platform forBritannia that helps them engage with the College students. We have created aunique listening experience that re-invents radio for the internet-savvy youth.We are also helping Britannia connect with college students across the countrythrough on-ground activation as well. Radio Mirchi already operates sixteenonline radio stations in partnership with Gaana, and hopes to make Campus Radiothe flagship online radio station of the youth of India. The challenge indigital marketing is to build meaningful engagement with consumers, and RadioMirchi with its content creation capabilities, its iconic Rjs, and multi-mediasolutions is helping build that engagement for brands across digitalplatforms.”
Havinglaunched at the onset of 2017, Campus Radio by Britannia Good Day and MEC Indiahas seen a tremendous uptake amongst the campus audience. With an averagesession duration of 55 Minutes, the station has garnered 3.5 Lakh unique usersas a monthly average and also garnered 7.2 million impressions in 2months.
Campus Radioin collaboration with Radio Mirchi has reached out to 80 colleges in 8 metrosto date. The road shows have been very successful with thousands of studentsparticipating in it. Collegians sampled the station, participated in ‘SmileMore for a Good Day’ contests and were part of the hunt for a ‘CampusReporter’. ‘Campus Reporters’ are peer group influencers who are the fountainhead of all action happening in the college and will report them from time totime on the station. Campus Reporters would also have the chance to work asinterns at Radio Mirchi, one of the largest media house in India.
The hunt forthe Campus Reporter saw 1500 entries which is currently being assessed by ajury from the Radio Mirchi team. The other features would be live jammingsessions, campus buzz, and live feed of college fests amongst the many othercustomized content for the Gen-Z.
Tune into Campus Radio exclusively on Gaana.Com.