How Red FM is expanding frontiers for radio with a unique quizzing concept

RED FM and Magic FM’s The Quiz India Movement has been receiving immense traction across the country. Launched on October 2, 2023, The Quiz India Movement will continue till November 9, 2023, and is aimed at capturing the spirit of knowledge, trivia, and light-hearted fun, which are aligned with the incredible power of radio as a platform. The objective of The Quiz India Movement is to offer an enhanced audience experience by blending the benefits and advantages of traditional radio with new-age media which sets it apart from other quiz shows. It aims to come up with distinctive themes each year that the audience actively engages and interacts with. This year, the theme is Cricket, given the fact that we are in the middle of the Cricket World Cup season.

The winners can win attractive cash prizes based on their knowledge about cricket. So, far it has seen winners from across 38 cities, with people showing much love and support for it because of the unique gaming concept on radio, combined with digital, thereby leveraging the thrill of the cricket season. The target audience for the campaign is keen quiz players, who are passionate about trivia and knowledge at the same time are cricket fans and sports enthusiasts within the age group of 18-45 years.

The campaign supports the vision of RED FM to be a comprehensive entertainment provider, coming up with unique content that keeps the audiences engaged. This will further entertain its loyal audiences with its digital product, catching the attention of prospective non-listeners who can be associated with the platform through participation in the quiz. It aims to foster an active community around quizzing, setting the gold standard for the same in India.

In conversation with Adgully, Nisha Narayanan, Director & COO, RED FM, and Magic FM, talks about the endeavour to become a holistic and provocative entertainment provider, introducing a unique quizzing concept on radio, and much more.

What is the RED FM Quiz India Movement? What is the theme and concept behind it?

Quiz India Movement is a gaming concept on radio that captures the essence of trivia, knowledge, and light-hearted fun, combined with the immense power of radio as a platform and blends it with the digital hook; easily setting it apart from other quiz shows.

When unwavering mediums like traditional radio and a new age platform social media unite, it ensures an unparalleled audience experience, which was our aim with this IP. We intend to revive the concept each year with different and unique themes that attract a huge listener base. This year, the show has ‘Cricket’ as its theme, which acts as a fitting launch pad for season one, considering we are in the middle of the much-loved World Cup.

What is the objective of the campaign?

The objective of this campaign is to push ourselves into unchartered territories and harvesting sunflower fields on the same. For the first time, a radio network has introduced a unique quizzing concept that goes as far as including digital as a platform in advancing an ultimate user engagement experience. The objective has been integrating the radio and digital platforms. In addition, incorporating an engagement hook that brings the audience back every day to play was also a decisive factor in manufacturing the Quiz India Movement as an IP. As aspiring as it may be, it was significant for us to carry through our marketing a way also to normalize appointment listening on the radio.

What has been the response received so far?

It fills my heart with pride to report that we have received an immensely positive and remarkable response so far. On the first Friday of the quiz, we witnessed a 100% spike in live quiz participation compared to the earlier registrations. It was truly a moment to behold for everyone on the team who has worked vigorously on the Quiz India Movement. Followed by which, the next two Fridays witnessed an increased audience progression in terms of number and interaction. Moving forward, we only expect these thrilling numbers to take our breath away. We are grateful to our dearest audience who are participating and I am sure winning exciting cash prizes.

How is it different from other Quiz shows?

What sets Quiz India Movement apart from other Quiz shows is its approach and execution. It is an innovative concept that blends the power of radio and digital for our audience to have the ultimate user engagement experience. I believe multiple things set Quiz India Movement apart, but it is particularly very animating for us that Red FM as a radio network was the first one to attempt such a play-along feature with live content across 38 cities.

Who is the TG for the Quiz India Movement?

Quiz India Movement is designed to engage a diverse and enthusiastic audience. Our primary target audience remains avid quiz players who are passionate about knowledge and trivia. Considering this edition’s theme is the ongoing Cricket World Cup, our major target are sports enthusiasts and cricket fans. The age group ranges somewhere between 18 years and 45 years as they are more likely to participate in quizzes and engage with the digital platforms that we have merged with radio.

How did the idea of such a concept come about?

The idea of coming up with the Quiz India Movement is rooted in Red FM’s continuous endeavour to become a holistic and provocative entertainment provider. We create original podcasts, digital shows, and on-ground events, we make 360-degree noise, and keep audiences engaged and entertained on all platforms. Quiz India Movement was conceived to bring more awareness to the kind of platforms we are present on and the verticals we are offering. We believe this is an IP that will hopefully bring an outpour of audience.

Furthermore, our loyal radio listeners will get accustomed to our digital product. At the same time, non-radio listeners will tune in every week and get a comprehensive audience and listener experience.

What are the expectations from this activation?

We are quite ambitious when it comes to the Quiz India Movement. Our goal is to establish QIM as an IP that sets the gold standard for quizzing in India. We are hoping and putting into effect to create a memorable and distinctive identity by utilising social media, partnerships, and other marketing channels to foster a community around quizzing.

How do the listeners need to prepare themselves to win the quiz?

To start preparing oneself to win the quiz, I would personally recommend watching RJ Raunac’s masterclass videos, they are a scavenger hunt of valuable insights. Moreover, during the quiz, stay attentive because Raunac is known for sneaking in hints that can be game-changers for our listeners. Beyond these steps, I’d say engage in practice quizzes, and work on your timing. But to conclude this answer I would say, it is a game, boost your odds of winning by joining in each Friday, and in case you don’t take home the cheque, we will be back soon with another quizzing theme and concept.

Please tell us about the winners so far.

So far, we’ve had winners from across 38 cities. If I were to name a few off the top of my mind, it’d be Jammu, Dhule, Nagpur, Pune, Banglore, Delhi, Kolkata.