DDB MudraMax creates studios on billboard for 93.5 Red FM

Take a popular RJ, his on-air prankster alter-ego Bauaa, a wish to connect the RJ directly with his adoring audience, the never-say-die attitude of DDB Mudra Max and you have an incredible event Bauaa Hawa Mein – a series of LIVE radio shows by 93.5 Red FM from studios fabricated on billboards.

The objective was to popularize Red FM Delhi’s evening show host RJ Raunac’s character Bauaa through an OOH medium that allowed for live performance and face to face interaction with the audience and fans. The idea was to have Bauaa seen, and not just heard, for the first time!  And, thanks to the competence in innovation that is now the hallmark of DDB MudraMax, the execution was literally from up in the air.

There were several challenges, of which fabrication was just one. Hoisting a 100 sq ft live-broadcasting, fully equipped studio in mid-air, was not easy. Managing permissions from all the authorities involved, ensuring security to the performers and preventing crowd misadventures in high-strung Delhi had all the makings of a nightmare. Not just one, but three of them!

To connect to the listener, live studios were set up at three different locations of the NCR.  RJ Raunac along with the Bhagra Pop Singer Daler Mehandi did the entire show Live from a radio booth mounted on a billboard at Rajouri Garden on 29 January 2013. Similar shows were conducted from unipoles in Noida on 1 February and Gurgaon on 6 February.  Sudhir Kumar Chaudhary, widely recognised for showing up at every cricket match the Indian team plays with his entire body painted in the national colours, attended the event in Noida. Deep Money, Punjabi Pop singer of ‘Dope Shope’ fame, was a part of the Gurgaon show.

All three events were executed by DDB MudraMax  - OOH who have built up a formidable reputation for innovative outdoor activation guaranteed to grab eyeballs and generate buzz.

The audience was mesmerized. Lot of fans were happy to meet Bauaa. Each and every vehicle that passed the location noticed the event and several people  stopped to meet Raunac.  The Facebook page garnered almost 1000 likes on 29 January , the night of the first show at Rajouri Garden . The show became so popular that almost every media channel came to cover the next two shows at Noida and Gurgaon.

Commenting on the campaign, Nisha Narayanan, Senior VP - Projects and Programming, 93.5 Red FM said, “We always strive to think different and innovate to connect with our listeners. Thus, it is our constant endeavour to set higher standards of radio programming. Initiatives like Bauaa Hawa Mein help in bringing the brand and our jocks closer to the listeners.”

Commenting on the campaign, Mandeep Malhotra President, DDB MudraMax said, “It’s always a wonderful feeling to take up challenging assignments and deliver clutter breaking work for any media brand. We are really kicked about this work and are looking forward for doing more exciting work in the fresh start.”