MAM
Techniche Media to offer radio production consultancy
MUMBAI: Techniche Media has re-positioned itself to exploit the opportunity that exists in offering consultancy services to ad agencies, radio channels and advertisers. Percept Advertising’s division Percept Picture Company acquired the independent production house in August 2002.
Techniche Media has already bagged some assignments and is producing ad jingles and radio software for local and international companies. Techniche Media CEO Vivek Salian says: “We are currently producing ad jingles for Canadian companies and other international companies that have invested in shows to be aired in India. We have also bagged projects to provide software related to infotainment and entertainment.”
Salian also adds: “We have perfected the art and science of conceptualising and delivering programming concepts that suit client’s requirements. We also offer end-to-end solutions right from getting approvals from radio stations to the scripting stage to production and post production work to marketing air time.”
At present, Techniche Media doesn’t have any ongoing programmes on All India Radio (AIR)’s 107.1 FM station but the firm had previously aired shows for FM stations in Mumbai, Delhi, Kolkata, Chennai, Lucknow and Ahmedabad. The popular shows conceptualised for several advertisers included the IDBI Business Show (with Vinod Advani and Alok Rakshit as anchors); Star Gold Classics; Amaron Long Lasting show (a retro music based show); Orange SMS request show; Kotak Mahindra Money Talk; Qantas QPM amongst others.
Techniche Media is also in talks with WorldSpace to explore the potential of satellite radio and broadcast programmes all over the globe. “We are waiting for WorldSpace to set up their distribution systems and create a mutually beneficial revenue model that will provide us with opportunities to cash in,” says Salian.
“The company has already conceptualised a wide gamut of shows for Vividh Bharati as well as for AIR FM stations – travel shows, film-based shows, music shows including countdown shows, interviews and business based shows. The advantage of a sponsored (recorded) radio show is that the show can be conceptualised as per the brand / target audiences requirement, so that the client derives maximum possible mileage. The FCT (free commercial time) is used for direct plug-ins. One third of the FCT can be banked, i.e. played on other time slots,” adds Salian.
The company also has plans to tie up with major ethnic radio networks in the west to offer content. “We have 300 hours of programming archives,” says Salian.
In order to create complete backward integration, Techniche Media has also constituted a radio institute “Wild on Air – The Voice Institute”. Salian says: “The institute offers courses in voice modulation, scripting, jingles amongst others. More than 200 students have completed the courses and obtained certification.”
Several top radio jockeys and voice over artists have worked with Techniche Media on various projects.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
