Red FM is banking on movie promotions and clutter breaking marketing initiatives to secure the leadership position. The FM station recently announced a car rally for women through their special activation cell, RED Activ. The channel also has plans to launch its year-end property – Bajate Raho Awards – over the next few weeks.
Abraham Thomas, COO, Red FM, said, “Red reached the No. 2 position last year on the basis of its music, radio jockeys and clutter breaking marketing activities. All our shows are getting refreshed from time to time so that the interest remains high among our listeners.”
Speaking about the channel’s position on movie promotions, Thomas said, “We are big on movie promotions. We have recently tied up with ‘Bhagam Bhag’ after the success of ‘Jaan-e-mann’. Through these tie-ups we can add lot of value to movie promotions as well as get exclusive content for the station.”
When queried on the content on the channel, Thomas said, “We are primarily a Bollywood based channel along with providing cricket content as well as providing a lot of city specific content.”
According to Thomas, there were lots of movie promotions lined up for the future, but to do justice to the movie, the station would promote only one movie at a time. Through RED Activ, the radio station plans to create various BTL opportunities for its clients. The activity conceptualised by the station provides numerous client solutions in the form of on-ground as well as on-air promotions.
Remarking on the road ahead for Red FM, Thomas said, “We are gunning for market leadership and we have grown in the number of listeners and advertisers. Moreover, we will continue our innovative marketing initiatives.”