The brand name was decided as MY FM as it is a right reflection of the one-to-one relationship with an emotional ownership of the medium with the listeners. The Brand operates at the single frequency: 94.3 across all 17 stations. Brand id is "94.3 MY FM".
Targeted to the young at heart, it is positioned as the brand that provides the opportunities to its listeners to live life to their heart's desire. The target age group has increasingly show affinity towards listening to Radio and with FM enabled mobile phones this industry is set to witness increase in consumption.
Brand Positioning - Jiyo Dil Se
Research across cities indicated that consumers are leading a mundane, mechanical life with set routines, social syntaxes and formats. The need to break free & live life to the fullest was quite high. Hence MY FM based it's brand positioning on an emotional route where it inspires it's listeners to follow their heart.
To be a FM Station that connects with people through emotions - giving them a good time and urging them to live life heartily - Jiyo Dil Se.
And in doing so influencing Listeners to make a difference by being sensitive and in the process make choices that may not be rational but are humane nonetheless.
In the process create a platform for Advertisers to enable them to address such people who are rather emotional; with right intent and they just don't do what is obvious.