During the ‘Countdown’ pre-launch phase of the stations, we ran messages that stated “Pepsi is unveiling a new sound of music”, similar to station jingles, instead of conventional spots. These were adlibbed by the radio jockeys daily. Listeners were also enticed to call-in and repeat the slogans to participate in daily cash prizes. From the official launch day on, both stations had Pepsi-branded programs with tag lines breaking the conventional norms.

The initiative helped increase the on-going tracked KPI parameter “Music Platform” amongst the target by 25% and cost savings of 800%.The first mover blocking tactics also earned a consumer verbatim “Pepsi has invested in the new music station”.