The campaign aims at motivating people to question authorities over deteriorating state of affairs
BestMediaInfo Bureau | Mumbai | January 25, 2016
With the true to the spirit of ‘Bajaate Raho’ once again, 93.5 Red FM has launched a network-wide campaign to urge people to stand up and speak up. With an innovative theme and name - Bahut Kiya Sammaan, Awaaz Uthate Raho, the FM station will be executing the national campaign across its network.
Red FM’s latest campaign aims at motivating people to question authorities over deteriorating state of affairs. The network wide campaign will be focussing on city specific issues such as pollution, water shortage, bad situations of roads, electricity supply, lack of civic sense along with larger issues of corruption, VIP culture, infrastructure, eve teasing, intolerance and so on.
The station has launched the campaign and planned a number of on-ground and on-air initiatives in various cities. During the regular programmes, Red FM RJs will discuss a range of important issues like pollution, corruption, VIP culture and so on with their listeners and urge them to raise their voice. Apart from that, Red FM deployed 550 hoardings across cities supported by other media vehicles basis effectiveness in each of the cities.
Commenting on the campaign Nisha Narayanan, COO, 93.5 Red FM, said, “Red FM as brand has always challenged the ordinary and things which affect the society. As a brand we have always questioned the wrong in the society. Being the ‘station of expression’ we have always given platform to listeners to speak their mind. As a provocative entertainer Red FM continues to raise issues in the society. With our new Brand Campaign “Bahut Kiya Sammaan”, we are telling our listeners to question the way things are in our country and asking them to open their minds to think of bringing about the change. This campaign resonates what the brand stands for, and reflects the current environment of the state. Through a campaign across our network we have made our share of efforts to reach out to each corner of these cities through an exhaustive media plan. Hope this campaign finds the same resonance with listeners as our campaigns have done in the past decade. ”
Rajat Uppal, National Marketing Head, 93.5 Red FM, added, “As a radio station we’ve always strived to be a platform which encourages dialogue. We’ve always encouraged our listeners to raise their voice and question the status quo. This campaign just serves as reminder of this to Indian citizens. Titled, ‘Bahut kiya sammaan, awaaz uthate raho, 93.5 Red FM bajaate raho’, the network wide campaign covers myriad topics that concern the common man. Ranging from national issues like corruption, lack of infrastructure, to even city-specific problem like potholes, we’ve spared no relevant issue that vexes our listeners and that too in our inimitable, ‘bajaate raho’ style. While radio remains the primary media to drive home the message, outdoors, OOH media will play a huge role in hammering it effectively. This, augmented by digital platform, cinema, on-ground activations will help amplify the campaign and create a local connect.”