In possibly one of the largest of its kind re-branding exercises, all 38 FM stations operating under the SFM brand have now be rebranded as Red FM. These include 23 FM stations of South Asia FM Ltd (SAFL), 14 stations of KAL Radio Ltd, and one station of Udaya FM Pvt Ltd. With these inclusions, the number of FM stations under the Red FM brand stand at 41. Red FM has three FM stations in Mumbai, Delhi and Kolkata.
The rebranding exercise aims to be not just comprehensive, but also incorporate Red FM theme into all the other stations – be it programming style, content, format and presentation – and entails complete re-training of the staff, including the RJs, Station Heads, Sales and Marketing teams. The company is also said to have planned a series of multi-media advertising campaign across all the cities to take the new Red FM engagement format to the listeners as well as to the advertisers. The campaign will involve on-air, on-ground and outdoor mediums as well as trade publications.
Commenting on the development, K Shanmugam, CEO of the unified Red FM brand, said, “Consolidating our radio FM business under the successful Red FM brand was a very strategic move to offer pan-India audience under a single strong brand representation. This will help us unify our programming across key cities and help garner a larger share of ears. Advertisers can now reach out to a wider listener base and can capitalise from the unique Red FM programme format. Launching the Red FM brand nationally fulfills our vision of creating the single largest FM radio station network across the country.”
Abraham Thomas, COO of the unified brand Red FM, said, “We are happy to extend the already successful Red FM format of brand, content and programming across the country. Red FM will be able to replicate its unique flavour across the country, which will help us win more listeners and advertisers in the coming days.”
The new stations under the Red FM banner are: Pune, Nashik, Aurangabad and Nagpur, Bangalore, Mysore, Mangalore, Gulbarga, Kochi, Thiruvananthapuram, Thrissur, Kannur, Kozhikode, Hyderabad, Vijayawada, Vizag, Warangal, Rajmundry, Tirupathi, Ahmedabad, Rajkot, Vadodara, Lucknow, Kanpur, Allahabad, Varanasi, Bhopal, Indore, Jabalpur, Jaipur, Bhuvaneshwar, Asansol, Siliguri, Gangtok, Guwahati, Jamshedpur, Shillong, and Aizwal, along with the existing Red FM stations at Mumbai, Delhi and Kolkata.
Makes absolute sense if SFM is rebranding as Red FM, say media planners