107.2 FM Radio Nasha launch

Jigisha Chawla, Geetika Jatta, Ashish Batra and Sarabpreet Bedi

HT Media used a multichannel strategy to launch a new FM station, Radio Nasha, in Delhi.

Campaign details

Brand: 107.2 FM Radio NashaBrand owner: HT MediaLead agency: Ogilvy & MatherCountry: IndiaIndustries: Radio stations, servicesMedia channels: Events & experiential, Newspapers, Outdoor, out-of-home, Public relations, Radio, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

Radio: Forgotten, rediscovered and growing

Radio in India was restricted to being an official government broadcaster, with generalised entertainment thrown in until, in 2001, private channels bought licences and began making FM radio synonymous with entertainment.

FM radio is the fastest-growing medium, with very high penetration due to its democratised...

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