For years, Club FM was branded as Kerala’s No 1 FM station, But the world changed, content moved online, suddenly everyone became a ‘Content Creator’. But the truth is simple, radio has been doing this since day one. Storytelling, comedy characters, pranks, interviews, music, curation, infotainment everything that today’s digital business creators do, radio mastered it long before the internet.
The insight to a bold repositioning: From Kerala’s No 1 FM “The OG Content Creator of Kerala”.
1. Reclaims Radio’s legacy – radio has always been the origin authentic content engine before YouTube, before reels, before podcasts- radio was the OG creator
2. Positions Club FM beyond FM – Club FM is no longer just a radio – it’s a multi-platform content powerhouse creating both on air and digital contents.
3. Creating a space no competitor can copy, – Instead of fighting for the “No 1 FM tag”, club fm moves beyond radio to become a true content creator
Club FM moved to a territory no other player can touch. ‘The original content creator’, because truthfully, how do you out do the original? You can copy trends – but you can’t out the original OG.
Speaking about this Mayura Shreyams Kumar, Director, Digital Solutions, Mathrubhumi Group said “With the OG Campaign, we chose not to compete in the ‘No. “1 FM’ noise. We chose to own a space that no one else can replicate—original content creation.”
Jayakrishnan N, General Manager, Club FM said “This campaign is our way of saying we were never just an FM station. We were content creators long before the term existed.”
RJ Rafi, Creative Head, Club FM, said “This repositioning is not just about Club FM, It’s a Representation to the entire radio fraternity.