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Radio City and Red FM fight for eyeballs

16-June-2007
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Radio City and Red FM fight for eyeballs

Radio players are now fighting for eyeballs. Radio City and Red FM, with eyes clearly set on the top spot, have launched new campaigns. While Radio City will be airing its first TVC, Red FM has planned to start a new outdoor campaign.

Radio City’s first ever TVC has been conceptualised by the creative agency Meridian, while Ramesh Deo Productions is the production house behind it. The TVC has been targetted at the working executives and housewives.

According to the official communiqué, the brief given by the client to the agency was to get consumers to experience the new language of fun on Radio City. Explaining the concept of the TVC, the official note stated, “At Radio City, we are creating ‘Fun ki Nayi Bhasha’ which is a fun language or a fun zone. This is to break away from conventions that rule our lifestyles. We want the consumer to take a moment off and laugh. Hence in the film, we have provided a humorous twist to the age old saying ‘Baal baal bach gaye’.”

Red FM has started a new campaign with its industry research results and awards at various radio events. Red FM intends to make the campaign engaging and exciting for the listeners, with activities involving dabbawalas, auto rickshaws, etc., which will also allow people to SMS and win prizes. The station also plans to integrate the on-ground activities with segments and contests spun around the concept on-air too.

“The success in the two most prominent awards in the radio industry is just an indicator of much bigger and better things to come. With the ‘Bajaate Raho!’ philosophy ingrained in all our marketing and programming efforts, Red FM is all set for leadership,” remarked Abraham Thomas, CEO, Red FM.

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