Oye FM takes forward ‘Sabse Filmi’ concept with new initiative

In keeping with its ‘Sabse Filmi’ tag, Oye FM has launched a new programme that brings fans fans closer to Bollywood stars. Christened ‘Oye Filmi Foodies’, the new initiative gives participants a chance to cook for their favourite celebrity.

Oye FM has tied up with Dilli Aaj Tak to launch the new programme, which went on air on June 2, 2012.

Speaking to exchange4media, Joy Chakraborthy, CEO, TV Today Network, said, “The whole idea behind this programme is to strengthen Oye FM’s Sabse Filmi brand positioning. We are looking at this programme as a driving force for taking Oye FM closer to the hearts of our listeners by taking it across other cities and making it bigger.”

In order to get a chance to cook for the celebrities, one needs to participate in a contest currently underway on Oye FM and reply to some questions on a celebrity. Oye FM RJs will select six people randomly from among the participants. The selected people will get a chance to cook for the celebrity at select Godrej outlets. The RJs will taste the food and select the best dish, which will be served at the celebrity’s residence by the winning participant.

This whole process will be aired on Dilli Aaj Tak on its show ‘Chatpati Dilli’ every Saturday between 5:30 pm and 6:00 pm. The programme can be viewed in Delhi, Mumbai and Kolkata.

The programme is being promoted through a mix of outdoor, print, online and television, along with activations, in order to drive tune-ins. The programme is also being extensively promoted on Oye FM throughout the day. Black Pencil has been roped in for OOH and campaign activities.

Godrej Eon is the main presenting sponsor of ‘Oye Filmi Foodies’. Celebrities like Kailash Kher, Mahesh Bhatt, Sonu Sood , Vidya Balan, Shaan and Kunal Khemu, among others, will be seen on the programme.