The story goes that Jaggu, a popular RJ of Radio One in Mumbai, complained of
carrying more than a few extra pounds and food was on his mind, always. Saffola saw light at the end of the tunnel and together they launched Jaggu ‘Mission 10 kilo’. Jaggu lost 10 kgs in three months flat and the viewers were involved in the whole weight loss programme, so much that some of them even lost weight along with Jaggu. In another example of innovative promotions on FM radio, hair oil brand Parachute did something similar: one of Radio City’s RJ endorsed the brand on air and shared the results with the listeners.
Reviews, interviews, exclusive music rights, tickets distribution, et al, Bollywood was the first to innovate on the small radio set (a low investment and high returns medium) when it came to promoting itself and how! But, now even brands are trying every trick in the book to get themselves heard. Literally!
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Source : IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
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