MUMBAI: My FM has readied itself for the coming festive season, with a new campaign across all its 17 stations, beginning Wednesday. The station has also got itself a slightly modified logo.
The new campaign comes reloaded with the leading characters Dimaag and Dil, and adopts the tagline �Kyunki Dimaag to Dimaag hai, Suno Dil Ki, 94.3 My FM ke saath Jiyo Dil se', and a clutch of differentiated programming all directed at the youth TG.
After last year's campaign called �Change the Rules, Stay Cool!', the new Dimaag vs. Dil campaign is the major clutter breaking campaign from My FM this year. It incorporates several new on-air concepts, capitalising on its connect with younger audiences.
Developed after an extensive research with research agency Ormax, My FM has put together different programming and music content for various regions. Programming, music and sparklers have been individually developed for each region to suit the desires and preference of the audience as indicated by the survey, says the station.
Several new shows and promos have been added to My FM 's on-air bouquet with the new campaign. �16 Always' broadcast between 11 am-2 pm will be followed by a new request show called �Dil Chahta Hai'. �Naughty Raatein' and �Oye Hoye Meenakshi' are the latest offerings for the night show.
A new weekly segment titled �Jo Hukum Mere Aka' in the morning drive-time will have the RJ doing anything the listeners ask him/her to do, and the evening segment titled �Dil Ki Bhadaas' will play the listening ear at My FM and the RJ will hear out listeners' calls for de-stressing. Two other shows will take a closer look at what impacts the lives of listeners in each city.
The morning show will have the segment �Aankh Khuli toh Dil Yeh Bola' which will have the RJs involving listeners to speak up and discuss various issues of public interest. The evening show will also have a segment called �Loudspeaker' which will focus on regional and close-at-hand issues and discuss solutions.
All the shows and segments target youth, after a recently conducted comprehensive survey in seven leading markets of My FM mapped the audience profile and preferences across various time bands. The campaign, developed by recently appointed Mudra Communications, takes the Jiyo Dil Se campaign forward through an array of novel changes in My FM 's offerings.