MUMBAI: MY FM, the radio arm of DB Corp, has launched a new brand campaign with the punch line ‘Chalo Aaj Kuch Achcha Sunte Hai’, it stems from the brand proposition of ‘Jiyo Dil Se’. The idea takes form through a print and outdoor campaign supported by the station jingle.

The campaign is rooted to the brand philosophy of ‘Jiyo Dil Se’. The creative agency, DDB Mudra, took the brand proposition forward and created a campaign that promises unadulterated entertainment. With the category getting narrowed in to just beeps and mocking, MY FM wanted to bring back the light hearted purposeful listening that radio always promised. ‘Chalo Aaj Kuch Achcha Sunte Hain’ is MY FM attempt to inspire its listeners to look at the brighter side of things. It promises wholesome, light hearted entertainment for all age groups.

MY FM CEO Harrish M Bhatia said, “MY FM believes that it has larger role to play in people’s life than just entertainment, our attempt is to bring back the unadulterated entertainment, light hearted purposeful listening that radio promises. The current campaign is a huge reflection of that.”

Commenting on the launch of the campaign MY FM Brand Head Rohit Mehrotra said, “We want to take the brand to the next level. The idea is to position ourselves as a complete ‘family listening radio station’. ‘Chalo Aaj Kuch Achcha Sunte Hai’, is in sync with the product promise of providing content that’s meaningful, positive and energetic, the attempt is to inspire listeners to look at the brighter side of things.”

DDB Mudra North, President and Management Partner Vandana Das said, “MY FM is a pioneering radio brand and it needed a campaign that was personal and had a connect with the listeners; a connect which will help evoke a sense of pride and ownership towards the radio station. This campaign does exactly that.”