7up
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7 up babyTRANSCRIPT
7UP ON CHENNAI LIVE 104.8FM
7UP ON CHENNAI LIVE 104.8FM
OBJECTIVE:• CREATE hype around 7UP on Chennai’s Only
English Radio Station- to the HIGH-ON-SPORT, HIGH-ON-REFRESHMENT, HIGH-ON-NEXT-GEN, HIGH-ON-ADRENALINE- Sec A&B Chennaiite, listening to Chennai Live104.8FM.
• ESTABLISH the brand’s Cult Identity of LEMON REFRESHMENT, and marry it with the REFRESHING SPIRIT of CSK’s IPL Cricketing action.
• COMMUNICATE the strong link-up between 7UP & CSK, both on-air & on-ground.
7UP ON CHENNAI LIVE 104.8FM
APPROACH• Awareness
▫High intensity Radio Spots for 51 days• Association with 7UP
▫On –air: The Ultimate CSK Fan Plan on 28 days- (2 days prior to each CSK Match*14 CSK Matches during IPL)
▫On –air: Associate Sponsor of the On-air Chennai Live 104.8FM IPL Full Toss- the on-air activity fro the IPL.
▫On – Ground: Title Sponsor of the “Chennai Live 104.8FM Teenage Premier League – 2011”
▫On – Ground: The CSK 7UP 7/11 LEMON HEAVEN Parties Cheer the 11 member CSK @ the 7 exclusive-High-on-Spirits, High-on Sport, High-on-Lemon, High-in Heaven, LEMON -YELLOW, CSK YELLOW Parties on the home matchnights,promoted extensively on ChennaiLive104.8FM.
7UP ON-AIR
ON-AIR PROMOTION:
1. Radio Spots- we would produce the 30 sec radio spots- that showcases, hypes & promotes the 7UP & CSK association.
2. ‘The Ultimate CSK Fan Plan’3. Value Ad:
Associate sponsor of the On-air IPL Activity- Chennai Live 104.8FM IPL Full Toss. The basic elements are below. Details are in the 7UP On-air PPT.IPL Correspondent, Chennai Matches, Countdown, IPL Team tidbits, Third Umpire, Play by Play, IPL Quiz, Predict & Win Prizes
7UP ON-AIR
The 7UP Ultimate CSK Fan Plan:a) ‘The 7UP BIG 6’ on The Evening Drive, @7pmto be played on the 28days (2 days prior to CSK Match *14 match Days)
▫A qualifying question based on CSK will be promoted throughout the hour, and two lucky sms participants would be taken on air towards the end of the hour.
▫6 balls an over, 6 CSK questions an hour . The contestants would be taken on-air , and pitted against each other. The 1 with the max answers wins.
▫The RJ will end the hour with the 2 contestants cheering for the CSK team, in the best way possible.
▫The winner would pick up tickets to the CSK matches/exciting merchandise from 7UP.
7UP ON-AIR
The 7UP Ultimate CSK Fan Plan:
b) ‘The 7UP Refreshing Request Hour-’ on The Live Café, 5pm-6pm
on th2 28days (2 days prior to CSK Match *14 match Days)
▫The entire hour will be promoted as the 7UP Refreshing Request Hour – where listeners can call and request for their favorite songs and dedicate it to their favorite CSK Players.
▫ If you have a cheer song for the CSK Team, listeners can sing it out too
7UP ON-GROUND
THE 7UP TPL-TEENAGE PREMIER LEAGUE▫7UP will be the Presenting Sponsor of the Teenage
Premier League, which is on the same format as IPL, for 32 TPL Teams- with 500 teenage cricket lovers, between ages 13-19.
▫The 7 UP TPL would be extensively promoted on-air, in-print & through on-ground activations at teen hangouts.
▫2 editions of the TPL have already been successfully held.▫Matches to be held during the Summer Holidays between
16th May-29th May, 2011.▫The participants can form & register teams from their
colonies/friends circle/schools/clubs/families.▫A detailed concept PPT is attached for further reference.
7UP ON-GROUND
THE CSK 7UP 7/11 HEAVEN PARTIESCheer the 11 member CSK @ the 7 exclusive-High-on-Spirits, High-on Sport, High-on-Lemon,High-in Heaven LEMON -YELLOW, CSK YELLOW PARTIES on the home matchnights, promoted extensively on ChennaiLive104.8FM. Contests’ll be run- for exclusive party passes to be won.
▫The parties will all have an exclusive refreshing DJ –for entertainment an exclusive sporty/lemony activation – for sportainment exclusive 7UP –Theming:
A Yellow Party (yellow for lemon/yellow for CSK) – with exclusive 7UPMixers Menu, branding,
merchandising, co-branding with CSK & Promotions for the night.
7UP ON-GROUND
THE CSK 7UP 7/11 HEAVEN PARTY 7UP MIXERSThe Yellow Party (yellow for lemon/yellow for CSK)
– with 7 exclusive drinks –that feature on the 7UPMixers Menu.
7UP ON-GROUND
Theming & Activation of: THE CSK 7UP 7/11 HEAVEN PARTIES
THE 7UP Over:The party people would slot as many LEMONS as possible into the India Cements CSK Shut up board within 1 over of the CSK Match. The Shut up board would have the eminent CSK players, with 7 holes cut out in the board. THE 7UP Down and Under:7 Party people would have to down as many 7 up mixers as possible within 1 over. The person who downs the maximum wins exciting 7UP Merchandise.The 7UP Play-time:The DJ announces the 7UP Request Over, where he plays requests from the house.
ON-AIR DELIVERABLES
• Activity Period: 51 days• Promo Duration: 20 secs• Schedule of Spots: 20 times a day• Commercial time 20400 seconds • Time band: 8 spots in 07:00-11:00, 4 spots in 11:00-
17:00 , 8 spots in 17:00-21:00• ‘THE India Cements BIG 6’ on The Evening Drive, on 28
days• ‘The India Cements CSK Request Hour-’ on The Live
Café, on 28 days• Value Ad:
Associate Sponsor of the On-air Chennai Live 104.8FM IPL Full Toss- the on-air activity fro the IPL.
7UP OUTLAY-ON-AIR
• ON-Air:▫ON-Air Promos:
INR 5,10,000 gross + applicable Tax.▫ ‘THE 7UP BIG 6’ on The Evening Drive, on 28 days
INR 1,68,000 gross + applicable Tax.▫ ‘The 7UP REFRESHING REQUEST HOUR’ on The Live
Café, on 28 days INR 1,40,000 gross + applicable Tax.
▫Overall On-Air Outlay INR 8,18,000 gross + applicable Tax.
**The on-air elements can be chosen as required.
7UP OUTLAY-ON-GROUND
• ON-GROUND:
▫The 7UP Teenage Premier League Outlay : INR 10,25,000 gross+ Applicable Tax.
▫The 7 ‘ 7up 7/11 Lemon-Heaven’ Parties Outlay : INR 14,35,000 gross+ Applicable Tax.
Conceptual Organizing + Execution+ Exclusive DJ+ Production
Value ad: On-air TPL+ 7/11 Lemon Heaven Party Promotion FCT ON-AIR, equivalent to On-Ground Outlay.
. **The permutations & combinations/ theming & execution of the on-ground events can be re-worked depending on the client’s requirements & budget.
ABOUT CHENNAI LIVE 104.8FM
Two Sides of Chennai
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of Knowledg
e, Art, Culture & Religion
Modern values of Globalization,Ambit
ion & Success
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al
ChennaiNew Chennai
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Who Reaches Who
Traditional values
of Knowledg
e, Art, Culture & Religion
Modern values of Globalization,Ambit
ion & Success
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Chennai Live
Target Audience• 20+ English speaking males and females• Graduates and Post Graduates, often holding a
professional degree• High achievers• Highly aware – a large number with international
exposure• High earners (High spenders)• Brand conscious• Size: nearly 1.7 million
Target Audience• Listenership
▫ 80% of Chennai live listeners are SEC A Chennaites
• Demographics▫ 85% of 20-29 years SEC A Chennaites are Chennai
Live listeners▫ 85% of 30-39 years SEC A Chennaites are Chennai
Live listeners▫ 80% of 40-49 years SEC A Chennaites are Chennai
Live listeners English Media consumption
▫ 100% of Chennai Live listeners are consumers of other English Media
• (Source Hansa Research. Sample: 600 -SEC AB, Male & Female)
What Chennai Live is about
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Chennai Live is India’s first ever English talk radio station. We offer engaging conversations on a variety of topics ranging from Chennai, Current affairs, lifestyle, Sports & Music
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Talk• Current Affairs – Local, National, International
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Value Proposition
• Chennai Live 104.8FM is the most credible advertising environment for a brand with an up-market, modern and international appeal
Some of Our Major Clients
Chennai Live 104.8FM Programmes
Chennai Live FPC effective 15th June 2009
Time Band Programme Name Content Presenter
Weekdays 07:00 - 11:00 Live TalkEngaging debates, big
personalities, setting the agenda for the day
Eddel & Sanjay Pinto (from NDTV)
11:00 - 14:00 Chennai Connection
What's up Chennai? Find out what Chennai is buzzing about-people,
places, trendsSanobar
14:00 - 17:00 Live Café
A show especially for young Chennai- gaming, movies, hang-
outs, gizmos and much moreMelbin & Sonali
17:00 - 21:00 The Evening DriveAll about life and style (Fashion, Gadgets, Auto, Movies Books,
Music, Food, Travel etc.)Disha Oberoi
21:00 - 23:00 Chennai CallingAn irreverent take on the city, its
people along with some great music
Geoffrey Thomas & Arjun Thomas
23:00 - 07:00 Live Shuffle Music back to back
Chennai Live FPC effective 15th June 2009
Time Band Programme Name Content Presenter
Saturday 06:00 - 08:00 The Rocking 90's 90's Music
08:00 - 10:00 Saturday Talk
A lighter take on relevant issues. Fun discussions on
what's happening in the world around
Sonali
10:00 – 11:00 Junior RJ Students aged 10 – 14 years
get to host a programme
11:00 - 14:00 PaperbackAll about books, magazines
and the written wordJane
14:00 - 17:00 Sports CaféWeekly round-up of all
sporting action from around the world
Tausif
17:00 – 20:00 Chennai Live Top 30 Melbin
Chennai Live FPC effective 15th June 2009
Time Band Programme Name Content Presenter
Sunday 06:00 - 08:00 Country Roads Country Music
09:00 - 11:00 Breakfast with Boss
Every Sunday Chennai wakes up to breakfast with
Sano as she grills top bosses
Sanobar
11:00 - 14:00 Quiz Show
How smart is Chennai? The Quiz Show, every Sunday, finds out just that. Current
affairs, sports, music, entertainment, books and
much more
Tausif
14:00 - 17:00 Potpourri
Events, people, music, games and a whole lot more
Mariam
17:00 - 20:00 Rock Classics Best rock music of all time
Geoffrey Thomas
20:00 - 23:00 Jazz & Blues Jazz
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Presenter mention
The Group behind Chennai live
• Chennai Live is owned and managed by the Muthoot Group, a respected business group in South India.
• The group had its modest beginnings as Muthoot Bankers, way back in 1887. Today it has grown manifold with diverse interest like Finance, Healthcare, Education, Hospitality and Real estate amongst others.
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