Red FM launched its 49th FM station in Gangtok on March 6. However, since this is a soft launch, the FM station has not yet adopted any marketing initiatives, but will do so soon. Following the Gangtok launch, Sanjay Pratap Singh, Station Head of the Siliguri station, now has the dual responsibility of both Siliguri and Gangtok stations.
The Gangtok station will play a mix of Bollywood, English and Nepali songs, while the RJs will speak in Nepali and English. O&M is the creative agency of Red FM.
Speaking to exchange4media, Nisha Narayanan, Senior VP, Programming and Projects, Red FM, said, “We will be focusing on the young and the young at heart. Our music line-up has been decided keeping in mind Red FM’s philosophy of playing superhits. We will be positioning our station as the most ‘rocking’ station of the city. The tagline – ‘It’s rocking’ – reflects this attitude and personality that we are trying to create, and will cut across classes in Gangtok.”
“For our national level initiatives, we will continue to use our national level agencies. However, for some local level initiatives, we may look for local creative and media agencies,” she added.
The launch of the Gangtok station completes Red FM’ quota of stations, barring Aizawl, which is on hold as of now.