Red FM has announced the third edition of its Bajaate Raho Awards. This year, the Awards would be given in categories such as Bollywood, Music, Cricket, Television, City Special Awards for Mumbai, Delhi and Kolkata. The FM station has also planned a 360-degree media campaign spanning over three weeks to promote these Awards and will have a televised on-ground presentation ceremony.
Commenting on the Awards, Abraham Thomas, COO, Red FM, said, “Radio as a medium is struggling to move from the passive to the active, and gradually progressing to being an interactive medium for its listeners. Red FM, being a leader in the industry, is pushing the envelope further to make it an embedded brand in the minds of its listeners through these Awards.”
Thomas further said, “These Awards are a first-of-its-kind in that they are an attempt by a radio station at providing entertainment that goes beyond the boundaries of traditional radio content.”
The campaign, which has Red FM’s Kamla (of ‘Kamla Ka Hamla’ fame) as the Award mascot, kicked off in Mumbai, Delhi and Kolkata on February 5. Listeners can vote for their pick amongst the nominees from February 7 to February 21.
In addition to the conventional media such as hoardings, bus backs, print ads, etc., various on-ground activities have been planned to create a buzz around the Awards. The next few weeks will see Red FM jocks take to the streets to interact with Mumbaikars and getting their take on the various nominations.
The Awards ceremony would be held in Mumbai, the date for which has not been revealed yet. The event would be sponsored by Bingo. The Red FM has tied up with Indiatimes and Channel [v] as media partners.