Red FM urges people to speak up against deteriorating state of affairs

Red FM has launched a four-week heavy impact campaign spread across its network to urge people to stand up and speak up. The campaign sports an innovative theme and name – ‘Bahut Kiya Sammaan, Awaaz Uthate Raho, 93.5 Red FM Bajaate Raho’.

The campaign aims at motivating people to question the authorities over deteriorating state of affairs and raise their voice. The network-wide campaign focuses on city-specific issues such as pollution, unhygienic conditions, water shortage, traffic jams, bad situations of roads, electricity supply, lack of civic sense along with larger issues of corruption, VIP culture, infrastructure, eve teasing, intolerance, etc.

Nisha Narayanan, COO, Red FM, explained, “The idea was to build on the Red FM’s brand ethos and reinforce the Bajaate Raho attitude by pushing the envelope further. Being a ‘provocative entertainer’, ‘Bahut Kiya Samman’ campaign is a clarion call and a leap forward to our ‘Station of Expression’ promise.”

She added, “The campaign re-enforces Red FM’s duty of a purposeful entertainer and live the ‘Station of Expression’ promise. The strategy is to maximise our saliency amongst our core TG, trade partners, clients and other stakeholders.”

Elaborating further, she said, “Red FM, through its periodic consumer studies, keeps a constant tab on the pulse of the listeners and hence, we picked on this national culture of unquestioned authority and submission to shoddiness, which must not be used as an excuse. The ordinary listener has to be constantly reminded about the fact that they can change their surrounding by speaking up and Red FM is there speaker’s corner/platform for them.”

“Historically, Red FM is arguably the only radio brand that has successfully established an emotional connect with its listeners. Apart from encouraging listeners to speak for their rights, Red FM has never shied away from being in the middle of action. Be it, raising voice to fix potholes in cities (Pothole Utsav) to encouraging people to exercise their right to vote (Dabaa ke Bajaa) to collecting/ contributing funds to Nepal earthquake victims (Bajaao for a Cause),” Narayanan added.

Rajat Uppal, National Marketing Head, Red FM, added here, “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. 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.”

Red FM has planned a number of on-ground and on-air initiatives in various cities. During the regular programmes, the FM player’s RJs will discuss a range of important issues with their listeners and urge them to raise their voice. Apart from this, Red FM has deployed 550 hoardings across the cities supported by other media vehicles basis effectiveness in each of the cities.

Uppal informed, “While radio remains the primary media to drive home the message, OOH media plays 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.”

According to Narayanan, the media strategy was built around the mapping of ‘a day in the life of radio listeners’ and targeted key consumer touch point that entailed innovations on billboards, impact outdoor sites, ambient media like coffee shops, malls & multiplexes, and digital.

Speaking on the use of outdoor media, she said, “As part of the 360-degree media campaign, we have deployed a massive outdoor plan with more than 500 sites across metros and Tier 1 towns capturing all the major catchment areas, arterial roads and impact sites to create reach for the campaign. The plan also includes bus shelters to build reach and frequency for the campaign.”

She further informed, “The on-ground campaign has been rolled out in 12 key markets of Red FM, which include Delhi, Mumbai, Kolkata, Nagpur, Ahmedabad, Kanpur, Lucknow, Indore, Bhopal, Jaipur, Bhubaneshwar, and Guwahati.

The creative execution has been carried out by Saints and Warrior.

 

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