Red FM’s brand building strategy (heavily dependant on the turn of the monsoon clouds) got them enough attention among the rain-weary commuters of Mumbai, and it all came with a price tag that’s fair for the pocket.
At the major landmarks in Mumbai, such as VT, Mira Road, Andheri, Boriwali, Churchgate and Thane, volunteers from Red FM waited in the backdrop in order to help consumers make it to buses and trains – all with the help of a Red FM-branded umbrella. Says Saugato Banerjee, Station Head, Red FM, “We were looking for a medium to help build the Red FM brand, and yet we wanted a strategy that wouldn’t prove to be too predictable. Mumbai is a fast-paced metropolitan city and we were hoping to capture the hearts of fellow Mumbaikars, as they transversed to their work places via local trains and buses. I think, it’s a simple, easy to implement, safe-on-the-pockets marketing strategy and with a utility value that speaks volumes. Plus it garners enough visibility for us.”
It was a 10-day expedition. For Red FM, the kind of feedback it received from the activity has exceeded expectations, asserts Banerjee. “Honestly, there were so many callers who stepped up online and commended us on the effort, that it was difficult to keep count. I remember this particular girl from Thane, who was sharing a sole umbrella with five of her friends. When she called up, she sounded grateful for the help that our guys had offered and told us to keep it up. This particular activity, succeeded in getting tremendous feedback from the commuters. They were more than pleased with the service that we offered, on difficult days.”
What other brand building attempts have been taken on by Red FM in the recent past?
Banerjee explains, “Well, we were the official radio partner for the IIFA awards (in Singapore) and our RJ was giving updates from the venue itself. In addition to that, we had a tie-up with Apsara Producers Guild Awards, several fashion shows and a Jagjit Singh concert. Revenue wise also Red FM is doing extremely well. In Mumbai, we managed to make 100% more over what we made in the previous year.”
The ‘Men in Red’ syndrome hit Mumbai, like a waft of fresh air. Now what’s on for the other cities? Banerjee asserts, “We haven’t got anything specific planned, for Delhi and Kolkata, at least in the present day, but we certainly are working on it. A similar activity is quite impossible as in Delhi, there is only a handful of people who use public transport and in Kolkata, the margin is much lesser than that of Mumbai. A different strategy would have to be carved out for these areas.”
So, all is looking well for Red. Banerjee believes, “A recent study mentions that we have added 2-3 lakh to our total listenership base. And why not? We are exceedingly popular amongst listeners, thanks to the likes of Ameen Sayani, Surendra Sharma, Sameep Nanda and Anuraag Pandey. Our music is 100% original Hindi music, you wouldn’t find too much of remixes or hip hop copies on our station. Our catch phrase may be ‘Asli Masti’ but our primary focus is on the word ‘Asli.’ No imitations are allowed here.”