RED FM Launches Massive On-ground Campaign

To promote its award winning property Red Mike across 11 markets.

BestMediaInfo Bureau | Delhi | December 13, 2010

Red FM, the station for expression, is taking interactivity to the next level in 11 cities across the country. Red FM's award winning property Red Mike is being extended to the cities of Ahmedabad, Baroda, Kanpur, Jaipur, Indore, Lucknow, Bhopal, Guwahati, Bhubaneshwar, Pune and Nagpur. Citizens in these cities will find the Red Mike on the airwaves and at their doorsteps encouraging and coaxing them to speak up.

Through the Red Mike, Red FM empowers listeners to decide on-air content every day. Listeners get to participate actively and express what is important to them, as citizens and as individuals. The 11 cities had been a part of an extensive field survey that Nielsen had conducted for Red FM. The research provided a lot of interesting insights into the mind of the average radio listener in these markets.

Commenting on this campaign, Nisha Narayanan, Sr VP Projects and Programming RED FM said, “RED FM is known for its Bajaate Raho attitude nationally. We have firmly established ourselves as the 'station for expression' and the Red Mike boosts listener interactivity and capitalizes on the strength of radio as a medium. The programming changes we had introduced in the 11 markets following the field research conducted by Nielsen have been received positively across markets. Already, the IRS Round 3 results makes Red FM the fastest growing radio network in the country.”

She adds further, “One interesting observation that emerged from the Nielsen survey across markets was that the expectations audiences have from media have changed over the years. Audiences don't want to be passive recipients anymore. They want to contribute, be heard and feel empowered. Red Mike taps into this need of the audiences by providing them with a platform.”

The campaign which was launched on the 6^th of December will be on air for three weeks and will be spearheaded by the RJs locally. RJs, hosting Red FM's breakfast show Morning No.1 in these 11 cities, will guide the Red Mike campaign and encourage people to call up on the studio lines and have their opinions heard. The best bytes from each day will be played on the station the next day.

The on air campaign will be supported by an extensive marketing campaign in all 11 markets. Hoardings at prime locations will educate citizens about the Red Mike.  A branded canter, with the symbolic Red Mike, will also be doing the rounds of the 11 cities. The Red Mike Jockey, who'll be on board, will encourage bystanders into speaking their minds. During the course of the 10 day on ground activation, the Red Mike will visit housing societies, shopping areas, college hangouts, traffic junctions etc.

Info@BestMediaInfo.com

Info@BestMediaInfo.com