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News |  10 Sep 2009 | by AnitaIyer

Preity-Pinky shift loyalties to Mirchi, Falguni sticks to Fever

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MUMBAI: As the queens of Navratri- Falguni Pathak and Preity-Pinky perform in Mumbai, radio stations in the city are leaving no stone unturned to exploit this opportunity of exclusively tying up with the venues where the dandiya divas will be present.

HT Media's Fever has exclusively tied up with the biggest dandiya event in Mumbai- Sankalp, the suburban venue where Falguni performs every year. On the other hand, sibling duo Preity-Pinky who tied up with Big FM last year have moved on to join hands with Radio Mirchi.

Falguni's business manager Gaurav Thakkar confirms, Falguni has exclusively tied up with Fever FM and has a range of activities lined up. We decided to continue our tie up with Fever as the promotional activities carried by the station provides ample exposure....

Listing the activations, Thakkar mentions, For the promotion of What's your rashee? Priyanka Chopra and Harman Baweja would be singing traditional Gujarati songs with Falguni. Additionally, traditional songs will be played on radio and the listeners would be asked to explain the meaning of the song.... Passes for Falguni's dandiya night at Sankalp will be given away to lucky listeners by the station.

Having lost Falguni to Fever FM, Big FM had exclusively tied up with Preity-Pinky last year. But the station has backed from exclusive partnership this year and has rather tied up with many venues in the city. Says Big FM Senior Vice President – Marketing Anand Chakravarthy, Big FM would be giving away thousands of passes to listeners to enjoy dandiya at varied places in Mumbai. We have tied up with eight to 10 venues and listeners from any corner can enjoy dandiya....

Big FM would also be carrying out extensive on ground activation starting this weekend with professional dandiya dancers teaching dance steps at malls and other places  The station would also be playing Navratri remix by DJ Akhil to be launched by its in-house music label, Big Music during the last three or four days of Navratri.

Partnering Preity-Pinky, Mirchi would give away passes to attend dandiya venue performed by the duo. Apart from that, Radio Mirchi has features like Mr and Ms Mirchis Nachos! Where the best dressed dancers and give them a visit to the studio. With Mirchi Garbastyle, RJ Sana will feature 10 designers giving away design tips for Garba. Keeping a check on the celebs during garba, a segment �Naach Mumbai Naach' will be broadcasted.

Navratri is a good opportunity for radio station to increase their visibility, presence and establish mass connect. Sankalp with footfall of around 1 to 1.25 lakhs each day and other venues in Mumbai are an apt platform for radio stations to gain visibility.

Apart from visibility, these initiatives also garner revenue for radio stations. Elaborates Fever 104 FM National Marketing and Station Head Neeraj Chaturvedi, The last quarter didn't gather much revenue for the radio industry but the festive season promises inflow of money. With partnerships and tie ups during the 10 day festival, it will definitely boost the profits of the industry....

Chakravarthy adds, Listeners tune in for the freebies during the festive season and it is an appropriate time for advertisers looking for relevant target groups. With sponsorships and advertisers coming on board it adds to our revenues....

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