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Fever 104 FM Kolkata concludes a successful Durga-Pujo campaign
New Delhi: Fever 104 FM Kolkata did a month long campaign around the most awaited time of the year – Durga Puja. The station presented a host of activities to engage the listeners in the city of joy, Kolkata.
The station launched the campaign Pujor Hullor, which attempted to offer the best a listener in Kolkata can get at the time of Durga Puja. Pujor Hullor further had 3 activities – Deb Debi, Dhaker Taale & Pujor Jomidari.
The aim of the campaign was to create noise and generate maximum consumer engagement through various fun activities on-air & on-ground. The pre-puja action with canter & para activity swept Kolkata Puja enthusiasts off their feet with “Dhaker Taley Komor Doley”, the evergreen dhaak & dhunuchi dance, a Bengali tradition, during the pujas, in the form of a competition was thoroughly enjoyed. There was also a ‘selfie’ zone on the canter which gave the participants their first Durga Puja selfie.
While some Kolkatans enjoyed themselves on the dance floor at the activity, others participated in an on air contest around Bengali culture & history. 10 lucky ones got a chance to visit the ‘Bonedi’ pujas of Kolkata along with their family in truly Bengali Jomidari style. Five branded ‘fitons’ or horse carriages were decorated and the participants dressed in ethnic Bengali attire went for a ride they would cherish forever.
Fever 104 FM Kolkata evening show RJ Sayan visited on-air contest winners at their residences with cart loads of sweets (Mother Dairy AAM & MISHTI Doi) wishing them ‘Shubho Bijoya” (the victory of good over evil).
Mother Dairy was the presenting sponsor for the campaign and focused on promoting their products like Mishti Doi & Aam Doi.
Commenting on the campaign Harshad Jain – Business Head, Radio & Entertainment, HT Media Ltd says, “Durga Puja is the most awaited time during the year in Kolkata. It is a time that every Kolkatan looks forward to. Fever 104 FM is a station that promises best of local connect with its listeners and initiatives like these are extremely high in engagement. The campaign was very successful and we will continue to deliver such initiatives”.
Mr. Subhashis Basu, Business Head, Dairy Products, Mother Dairy Fruit & Vegetable Pvt. Ltd. added, “The Fever Pujor Hullor activity in Kolkata proved to be a great engagement initiative for Mother Dairy. We leveraged the Durga Pujo festival essence through a combination of innovative on-air and on-ground initiatives. Our engagement with consumers for Mishti Doi & Aam Doi witnessed a great response from the Kolkatans. This association was truly instrumental in reaching out to masses and we are glad that we partnered with Fever 104 FM for this campaign. We look forward to many such associations with Fever 104 FM in the future to provide such engaging and experiential platforms for the customers. “
The campaign was a huge success with over thousand listeners engaging directly in the initiatives.
Other sponsors on the campaign were Lava Mobile, Senco Gold and Monte Carlo.