The IPL josh is on full play on different FM stations. While Big FM Hyderabad, the official radio partner for Deccan Chargers, has roped in Adam Gilchrist and VVS Laxman as RJs, Red FM took out a procession atop an open air double decker bus to Mumbai’s Wankhede Stadium, similar to the victory run of the Indian team after the T20 World Cup win, to cheer for the Mumbai Indians on the eve of their crucial match with the Kolkata Knight Riders.
Commenting on this initiative, Anuj Singh, National Marketing Head, and Station Head (Mumbai), Red FM, said, “This was a very crucial match for the Mumbai Indians and we wanted to be there for them in full support. Red FM decided to organise this massive cheering squad and an open air bus procession to congratulate them on their wins so far and to cheer them for their upcoming match. Cricket being one of the main pillars of Red FM’s programming, we have left no stone unturned in making this season exciting and entertaining for our listeners.”
Big FM also conducted a contest, wherein listeners SMSed their ticket numbers to the FM station, which randomly picked 20 lucky winners from among them, who got to meet Adam Gilchrist and VVS Laxman. Big FM officials explained that the contest was to create further excitement around the IPL matches and to deliver value to listeners.
Speaking on these innovative programmes Ashwin Padmanabhan, Station Director, Big FM, said, “Innovative programming in keeping with the ‘bindaas’ positioning of the station is what we are always looking for, and this was an excellent offering from Big FM wherein listeners saw great value.”
Radio Mirchi, which has partnered with the Delhi Dare Devils, even created a special on air character called D2 (Ditto), who has been giving his own brand of advice and strategies to adopt to captain Virendra Sehwag and his boys.
Radio One has taken up the mantle of being the ‘chief cheerleader’ for Chennai Super Kings, including a cheering campaign by celebrities and listeners, special IPL capsules from BBC, cricket quizzes, besides free match tickets and merchandise through various contests.