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Grofers associates with Red FM for ‘Grand Orange Bag Days’ sale

On August 13, Red FM turned to ‘Orange FM’ in Delhi-NCR, encouraging listeners to ‘Bachaate Raho’ with budget-friendly offers. The partnership was created in collaboration with Mindshare

Grofers, the online grocery discounter, has announced its association with Red FM for its ongoing sale ‘Grand Orange Bag Days’. The sale is live till August 18 and is offering everything at 100 % cashback (up to 5,000). As per the partnership created in collaboration with Mindshare, Red FM on August 13 turned to ‘Orange FM’ in Delhi-NCR, encouraging its listeners to ‘Bachaate Raho’. The massive sale had \extravagant budget-friendly offers.

The partnership engaged listeners through an array of activities planned at Orange FM. From radio airwaves painted orange on the frequency 93.5, station jingle reflecting the orange of Grofers to taken-by-complete-surprise pranks from the all-time entertaining Bauaa (RJ Raunac), each activation encouraged listeners to log on to Grofers to make the most out of the sale.

Nisha Narayanan, COO and Director, Red FM and Magic FM, said, “We are excited to announce this association with Grofers, one of India’s largest online grocery delivery service for its Grand Orange Bag Days Sale. The idea of transforming Red FM into ‘Orange FM’ is truly thrilling where our logo, jingle as well as our airwaves will reflect this association. While Grofers has always been one of the go-to online stores for groceries, this sale will further enhance the scale of budget-friendly deals available today.”

Prashant Verma, VP, Marketing, Grofers, said, “Grand Orange Bag Days (GOBD) is the biggest online grocery sale in the country. With this sale, Grofers provides unmatched savings to all customers, old and new, with its unique 100% cashback proposition. We wanted to land the proposition in the most compelling manner during a month when the category is extremely noisy and cluttered. ‘Bachatey Raho' media innovation with Orange FM is a first-of-its-kind takeover of the station while building a seamless integration with the savings positioning of the brand.”

Ruchi Mathur, Sr Vice-President, Client Leadership, Mindshare North and East India, said, “We have partnered Grofers in their growth journey since they launched in India. At that time it was about changing habit and recruiting people into this new category. But as the action in the category heats up, the need was to shake things up, create a disruption and land our proposition with a bang! Underpinned by our core values of speed, provocation and teamwork, we partnered with Red FM to bring alive Grofers Grand Orange Bag Days in the most unique and striking manner. This is not about yet another stationality change. This is about a seamless transformation of Red FM to convey a very powerful story.”

Grofers GOBD is allowing both new and existing consumers to shop at 100% cashback (up to Rs 5,000). With no minimum order value, consumers can shop from various segments such as staples, beverages, home and kitchen among many more, literally for free. To avail the offer, consumers need to log in to Grofers app or website, www.grofers.com, during the sale days.

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