By 2012, the fight for air waves was heating up. Radio stations all across India were busy experimenting with all sorts of mixes, combinations, time-band dedicated genres to figure out each of their sweet spots. My Fm was one of the first to demarcate and defend their home turf. ‘We don’t mix them up’ was the message that was required to be communicated. Already present then in over 6 states with stations in over 21 cities, the brand decided not to have one uniform set of offerings. So each of the stations were fine-tuned to cater to the local tastes.

By mixing costumes and accessories to depict a colorful narrative, team Luit successfully helped My Fm to connect with the audience. Everything was shot in a single day after short-listing models and attire. Below are a few of the print commercials that were released as a result.