Red FM, the station with the ‘Bajaate Raho’ attitude, has now taken this attitude to the streets with statements like ‘Ab faltu mein ringtone bajaanewali ki bajegi’. The objective of the campaign, conceived by the Red FM team, was brand sustenance and visibility. The station has adopted mediums like train transfers, bus handles, AC cabs, etc to send across the communication.
Elaborating on the campaign, Abraham Thomas, COO, Red FM, said, “There was a need to create clutter breaking messages which also help in making our brand attitude - Bajaate Raho! - tangible. The idea was to establish a direct connect between what regular people who go though every day and our brand position of being a radio station for expression.”
Regarding the communication used for this initiative, Anuj Singh, Marketing Head - Mumbai, Red FM, said, “This is an attempt to increase the brand recall and it’s an on-going initiative, with different mediums being used at different times. The whole concept was about reminding people of the brand at the places where they listen to radio, the recency and immediate effect the ads have on people help establish positive associations and recall for us. We have tried to achieve this with the use of the ‘whole package’, that is new innovative media with a public service message and an attitude statement.”
Currently the initiative, on a test phase basis, is being done only in the city of Mumbai. Some of the creatives are placed on train window transfers. Creatives were placed in such a way that a single compartment was exposed to all different messages. The channel also ran a contest on RJ Mantra’s show -- Mumbai Local -- asking people to recall the messages on those ads.
The other media used was bill boxes at stations, where the message was to spread awareness about the medium itself, BEST Bus Handles and Cool Cabs. Some other mediums comprised Cinema Slides, Society Boards, Rickshaw Stickers, etc for taking across the communication.
When queried on taking ahead these creatives to other places, Singh asserted, “We are planning many more such creatives, in keeping with a similar theme of reaching listeners at direct consumption touch points. Coming up is Mall and Multiplex branding, look out for some interesting creatives and messages from Red FM in the coming months.”