Fever FM Network recently unveiled its new brand identity and tagline “Happening Hai”. The aim is to have listeners shape their own narratives and curate content on air that resonates with them. Fever listeners will now get to select and cancel songs and playlists on air, choose their RJs, and even curate shows, among other features.
As part of its marketing strategy Fever FM, had announced that it was shutting down its operations. The update was made through the radio station’s LinkedIn page. People assumed that it was actually closing down and the misdirection attracted mixed reactions.
Medianews4u.com caught up with Ramesh Menon, CEO of Audio Business, HT Media Group to find out more:
What was the objective behind the rebranding of Fever FM?
The decision to rebrand Fever FM was spurred by a desire to evolve with the changing times and transition into a vibrant hub for engaging and relevant content. As we shift towards becoming a ‘trending’ content company, our approach aimed for a modern identity and reflection of the same for the logo was essential. The move towards a modern logo reflects not only a shift in company focus but also acknowledges market changes that require a different identification. With the changing landscape of media consumption and the rise of digital platforms, we recognized the need to revitalise the medium of radio and redefine it as a destination for cool and happening content, thus transitioning to a new age of radio broadcasting.
What are the various facets of the rebranding? How long did the exercise take?
To start with we worked on the Strategy which involved defining the brand’s purpose, values, target audience, and positioning in the market. The task was to create a youthful imagery for the brand, basis which we started working on the visual identity of Fever which included the design elements such as the logo, color palette, typography. This was followed by a thorough B2C and B2B primary research.
The most important link while rebranding was how we can ensure clutter breaking messaging and communication about the change, the brand’s values and the offerings to our audience. Since the marketing route we were exploring was not considered safe, we spent quite some time debating it and arriving at an internal alignment.
It took us almost 6-8 months finalising the different aspects of the product, marketing and GTM for Fever.
What goals have been set and what is the gameplan to get there?
Our primary goal is to become a youth centric entertainment and content hub. Rather than focusing solely on numbers, we prioritise delivering innovation and cutting edge solutions and value to our listeners and clients. The brand motto is simple: if it’s happening, it’s on Fever FM, and if it’s on Fever FM, it’s happening.
Fever already has a legacy in the market, with the launch of the campaign ‘Radio ka Remote’ we have started building conversations around the brand.
What role will interactivity and new formats play?
Interactivity and innovative formats are integral to our revamped approach. We aim to provide listeners with one-on-one experiences with their favourite celebrities, influencers, and artists. Our content is designed to be deeply personal and uniquely engaging.
Did you draw any inspiration from other radio products globally?
Our rebranding initiative is inspired by the unique needs and preferences of our audience.
Radio’s ad revenue growth is stagnant. How do you tackle the revenue situation?
We recognise the evolving consumption patterns within the industry and have diversified our revenue streams accordingly. In addition to traditional radio advertising, we explore avenues such as branded content, YouTube monetisation, paid collaborations on social and live events.
In terms of penetration, where is the whitespace?
Radio continues to be a beloved medium for people of all ages. We believe there is still significant potential for growth, with radio serving as a go-to source of entertainment for GenZ and Millenials beyond the airwaves now.
There has been criticism over the campaign that it spread misinformation. We saw a similar situation with an actress faking her death. What are your views?
Our campaign, “Purana Radio ab Khatam,” was intended to convey a message of transformation and innovation within the radio landscape. We chose a route which was unconventional and daring and we got the internet buzzing with the campaign. Today’s consumers can’t be fooled so easily, if at all the campaign ensured that there were relevant conversations around Fever and everyone took notice of the change.
Is there a danger of reputational risk when one does such an exercise?
With great risks come great rewards. While there is inherent risk in any rebranding initiative, we are confident in our vision and the value it brings to our audience.
Some feel that the campaign was a shortcut to grab attention. Your views?
We view attention as a valuable currency in today’s media landscape. Our campaign aimed to capture attention without compromising on sensitivity or integrity, staying true to our brand values and objectives.
