After the success of ‘Malishka ko Bataun Kya’ campaign last year, Red FM Mumbai now wants its listeners to become undercover agents for RJ Malishka. The aim of the new campaign, called ‘Malishka ka Jasoos’, is to provide a platform to Mumbaikars and enable them to share gossip, communicate insider information and report relevant issues.
To promote the campaign, the FM station will engage its listeners in a series of on-ground and on-air activities. For starters, a dedicated mobile number is provided for the listeners on which they can call up Malishka and report their stories.
The station will give away the Best Jasoos Award to the listeners who come up with the best secrets. Commenting on the campaign, Nisha Narayanan, Senior VP, Projects and Programming, Red FM, said, “Malishka is extremely popular and very well-known for her ‘bindaas’ attitude and Bajaate Raho take on issues. ‘Malishka ka Jasoos’ is our attempt towards taking listener generated content and interactivity to another level. We are asking the people of Mumbai to become the eyes and ears of Malishka and report on secrets which they feel should get a larger platform.”
‘Malishka ka Jasoos’, will be supported by a 360-degree campaign across outdoor, print, online, on-air innovations and various on-ground promotions at direct consumer touch points merging interactivity for the listeners.
The on-ground activities will take place at major malls across western and central suburbs as well as Barista outlets across town along with offices. ‘Jasoosi’ booths will be set up at key locations across the town with a cut-out of Malishka, where listeners can record their ‘jasoosi’ stories and participate in the campaign. Besides the on-ground activations, there is a complete 360 degree campaign that includes hoardings, bus Q shelters, bus seat backs, auto rickshaws, BEST AC bus wraps, and train transfers, among other mass media. In addition to this, mobile and social media has also been integrated with the campaign to call for participation.