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More than a publicity or image making, Powered by SpectralHues. Designed by Vipul Madhani. Toggle navigation. I love Radio! Suyash Karangutkar , Enriching Minds , Interviews , 0. About the Author. About Suyash Karangutkar Suyash Karangutkar is a young, dedicated and an enthusiastic journalist who has a deep interest in National and International Affairs. He is an ardent political spectator who finds politics fascinating. He also occasionally writes columns for Spectralhues.
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Uncensoring city through the lenses! Recent Testimonials. Follow Us. But you can send us an email and we'll get back to you, asap. Crazily, he shouts in the studio tapping his hands 3, 2, 1 before starting the telecom interview as part of the brand activation.
After half an hour we finally we settle down for the interview. Don't you think radio has become too commercial with oodles of brand activations? Radio is full-on commercial; everything is tied up with some brand. There is a lot of licence fee that goes in buying a frequency and we need to recover through brand activations.
There are brands yearning to advertise with radio as it is a powerful medium today so why not use it for brand awareness? Isn't it a bit too much for listeners, with an overdose of stars every week before the film releases on Friday?
It depends on the way the RJs and radio stations handle and present the sponsored shows. Like we did for bachna ae haseeno - the whole interview was not played at all; it was a two minute capsule about what they think of Jeeturaaj. The bits and pieces became a very interesting conglomeration after being properly packaged into an entertainment filler. It is an intelligent thing where you do brand activation without letting the listeners know about it.
These tie ups come in a packaged deal and believe me, listeners love it. It drives loads of listeners for the radio station. Jeeturaaj is not the face of radio but just a voice of radio.
It is such a responsible position, you cannot falter there; you have to be concerned about everybody who has tuned in. It is a great feeling where lakhs of Mumbaikars wake up to Jeeturaaj early morning. At the very same time, you are the brand ambassador for a radio station and I love every moment of it.
Hi Mumbai' is the brand driver show of Radio Mirchi, it is supposedly the show that decides the stand your radio station has, the listeners you have and the shows on your station. I start very early for that and refer to the happenings in the city.
The first challenge is to get listeners to tune into radio. Early morning, radio is the last on the list of priorities. So my am slot is very cute and pampering, where I wake the listeners into listening to radio. Would your leaving radio Mirchi result in shift of listeners from Radio Mirchi? Brand Jeeturaaj is so much a part of Radio Mirchi, it is powerfully engulfed with it.
When you think of Jeeturaaj, you only think of Radio Mirchi. Jeeturaaj' is a brand that belongs to Radio Mirchi and it has been created over a period of time which got created and became successful because of the sensibilities that go well with Radio Mirchi. Radio Mirchi ki Jaageer'.
Every RJ commands the power to carry his listeners with him with every shift but he has to be immensely popular to pull them. I don't think I am such a powerful brand that I can take the listeners with me. Jeeturaaj' as well and nobody knows me without it. The campaign is intelligently designed and the face is hidden as Jeeturaaj is just a brand. If not me, there would be another faceless RJ continuing the show. I believe listeners have to connect with the jockey's voice and not face.
Listeners would never know and to a large extent, the face of Jeeturaaj would be hidden. The final agenda is every Mumbaikar can be a Jeeturaaj because is a pseudonym for being an aware Mumbaikar who is concerned about the city and its people.
But it cannot be denied that hoardings help us get virgin listeners who are not even aware of the show. Brand Jeeturaaj belongs to the Times of India group and the earlier Jeeturaaj also worked with Aakashvani when FM was still in its nascent stages.
He met with an accident and I replaced him about six-seven months ago. I have heard his cassettes so, it is just a brand and anybody can be a Jeeturaaj. Jeeturaaj is a character with whom Mumbai connects big time, cries, wake up with him, they see their movies courtesy him, they grew with him. There are many college students who were listening to the earlier Jeeturaaj five years ago and still listening to me. I am a social worker working across orphanages in India. Once while collecting donations, I met a celebrity who said if you want to get money for your social work, work somewhere.
I was working with an orphanage where they were paying me a menial amount and I was kicked with the thought of working and contributing towards the orphanage. Being a RJ gave me money, fame and the much required platform for my social work. Hi Mumbai' is my claim to fame.
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