GECs
Owner’s Emvie, Radio One’s Pride
Radio One emerges as the Ideas network in the FM space
Radio One FM92.5 is making a habit of winning its advertisers awards for creatively executed ideas on its radio station. In the recently concluded EMVIES, Radio One FM 92.5 was the hero in the media innovation (radio) category with two of the nominated brands for creatively using radio, being nominated for their work on Radio One. One of them going on to win the EMVIES Gold. Madison was nominated for Saffola for the Jaggu’s Mission 10k, and Mindshare won the gold for the Pepsodent campaign on Radio One.
“The popularity of Jaggu as an overweight RJ and his intention to get in shape was the starting point of our thought process. The idea was for the brand to partner him in living a healthy life, i.e. the Saffola way of life. The uniqueness of the idea was further enhanced by it being the first ever reality show on radio. The challenge was to convert this idea into memorable radio execution. This execution was driven to excellence because of healthy partnership between Madison, client and Radio One FM 92.5” Says R.Chandraseker Category Head, Marico.
Interestingly, the Mission 10K was also nominated for the Best Radio Innovation at the Cannes and was the only shortlisted entry from India. There were only 4 shortlisted entries worldwide.
“In the span of the activity we had listeners so cued in on the weight loss program of Jaggu (our breakfast host) that some went on a diet along with Jaggu and the others were recommending options of diets for him to achieve Mission 10k. Saffola on their part, provided scientific and health monitoring tips to ensure he does achieve it. A simple idea that catches the eyes of everyone only because it’s a larger than life brand integration” says Shariq Patel Vice President Operations, Radio One.
“The Pepsodent Campaign started with Pepsodent talking about “Bhoot Police” where kids were taking part in a contest to become the Bhoot Police. The campaign got about 12 lakh kids pledging that they will brush their teeth before going to bed. The brand team then wanted to amplify this aspect on radio since the case in point was “to let the world know that 12 lakh kids have taken a pledge to brush at night”. The idea was to basically convey to the consumers that Pepsodent has answered Mothers’ prayers. With Radio One the prayer jingle brief was given, which they willingly agreed to take up as a programme promo for The Mid Day Show. The script and the promo was recorded by GO (now Radio One) and it went on to become so popular that even other radio stations started talking about it” Says Atit Mehta Business Director, Mindshare.
Incidentally last year too, Go 92.5 FM (now Radio One) had won the best media innovation for Close- up for the programme spot with Jaggu and Tarana, following the earlier EMVIE GOLD win for Scorpio’s launch only on the station. This launch was carried out by a cavalcade, which traveled in various parts of the city and was covered by on-air exclusively.
“We’re happy to win nominations and awards for our client’s campaigns on our station. It helps to strengthen our position as the only network that gives solutions based on strong ideas and an understanding how this medium works beyond the 30 second spot” says Rajesh Tahil, Chief Executive, Radio One.
GECs
ZEEL overhauls sales structure to chase growth across TV and digital platforms
New structure sharpens digital push as viewing habits fragment fast
MUMBAI: Zee Entertainment Enterprises Ltd. is reshuffling its sales playbook as it looks to keep pace with a fast-changing media landscape, where audiences are scattered, screens are multiplying and advertisers are following the data.
According to media reports, the rejig is anchored in the company’s push to build a more integrated, data-led monetisation engine, one that can straddle both traditional television and fast-growing digital platforms with equal ease.
At the heart of the move is a reworked sales architecture designed to deliver cross-platform solutions. With connected TV gaining ground and digital consumption surging, ZEEL is aligning its teams to move quicker, think broader and sell smarter.
The restructuring is being led by chief operating officer, advertisement revenue, Sandeep Mehrotra, at a time when the company says it is seeing tremendous growth. The idea is simple: match the right talent to the right opportunity in a market that is anything but static.
As part of the overhaul, several long-serving executives have been elevated to chief sales officer roles across regions and content clusters. Sanjoy Chatterjee will head the east market, while Gunjarav Nayak takes charge of the west along with high-margin verticals such as hmg, brand works, intellectual properties and digital sales. Rajnish Gupta will oversee bengaluru and chennai markets alongside the kannada and tamil clusters.
In other key moves, Divjyot Dhanda will lead hyderabad and kochi markets and manage zee tv, zee keralam and the telugu cluster. Roshan Vasu Kotian will supervise a diverse portfolio including Zee Marathi, &tv, Zee Punjabi, Zee Anmol, Big Magic and Zee Biskope.
The company is also strengthening its bench, appointing national sales heads across retail, regional clusters, digital and brand solutions. Ankur Kapila’s appointment to lead digital sales signals a sharper push into a segment that continues to outpace traditional formats.
Behind the scenes, dedicated strategy and operations roles have been carved out for both linear and digital businesses. Nitin Shetty, Rajkiran Shrivastav and Priya Nambiar will take on key responsibilities to ensure the new structure runs with precision.
The broader aim is clear. ZEEL wants a bigger slice of advertising budgets that are steadily drifting towards digital and connected TV ecosystems. By integrating its offerings, the company hopes to deepen client relationships while unlocking new revenue streams.
The new structure takes effect immediately, with Mehrotra continuing to report to chief executive officer Punit Goenka and steer the company’s advertising revenue strategy. Senior executive Laxmi Shetty will support the transition, with her revised role expected to be announced soon.
In a market where content is everywhere but attention is scarce, ZEEL’s latest move is less about rearranging the org chart and more about staying in the game.
