Indian network MY FM, the radio arm of DB Corp, has launched a new brand campaign with the punch line ‘Chalo Aaj Kuch Achcha Sunte Hai’ (Let’s listen to something good today).

According to the company, the campaign is rooted to the brand philosophy of ‘Jiyo Dil Se’ (Live from the heart and is an attempt to inspire its listeners to look at the brighter side of things.

It promises wholesome, light hearted entertainment for all age groups.

Harrish M Bhatia, CEO, MY FM said: “MY FM believes that it has larger role to play in people’s life than just entertainment, our attempt is to bring back the unadulterated entertainment, light hearted purposeful listening that radio promises.”

Rohit Mehrotra, Brand Head, MY FM, said: “The idea is to position ourselves as a complete 'family listening radio station'. 'Chalo Aaj Kuch Achcha Sunte Hai’, is in sync with the product promise of providing content that’s meaningful, positive and energetic.”

Subhashish Datta, Executive Creative Director, DDB Mudra North – the agency which created the campaign, said: “With this campaign, the intent was to establish a ‘deeper’ and more enduring ‘emotional’ connect with the listeners while staying on the positive side of things. Our intent was to stay away from all the ‘beep…beep…beep’ because the brand has always believed in adding fun and laughter in the life of its listeners without being sarcastic and insensitive.”