Friday, August 2, 2013

Its not always necessary for BRANDS to follow Consumer Trends, sometimes things may also work the other way round!!!




Yes... it has really worked. Since long, BIG 92.7 FM (Delhi) has positioned itself as a radio channel for nostalgic music lovers. No doubt it has been favorite among middle aged target group.

On the other hand, the other radio channels were kept on playing new Bollywood numbers, to be the first choice of youth. And, there was nothing wrong in doing that, as the same was Consumer Trend also.

But what actually happened is, those prominent radio channels who were playing latest numbers, were actually having very less choice of songs for their listeners; hence they were playing few selected numbers repeatedly every hour. (I really dont know why they have not applied an empathy on this as a listener).

But BIG 92.7 FM.... because of its positioning and taste of its own TG created a huge list of songs for its listeners. The icing on the cake was few shows like Yaadon ka Idiot Box with Nilesh Mishra, and the new one Suhana Safar with Anu Kapoor, has really created magic among the target listeners. The left out young females were tapped by Big Memsab. I have my opinion that, now youth are really getting interested towards these shows of BIG 92.7 FM, and whenever this youth is tuned into this channel, they also feel nostalgic era songs more meaningful, and can relate themselves easily with the same.

Also, the channel has shown very responsible attitude towards not bugging up its listeners with unwanted series of advertisements. The channel has proved one saying again: 'Slow and Steady wins the Race'!