Red FM has joined hands with Future Media (I) Ltd, the media company of the Future Group, in a bid to extend its reach to Pantaloon store customers. With this association, the radio station also aims to communicate its brand benefits through the use of in-store media like store façade display and drop downs, the Red Mike activity, as well as radio play-outs across all the 13 Pantaloon stores across Mumbai, Delhi and Kolkata.
With high percentage of footfalls and a wide geographic spread across the three metros, the partnership with Pantaloons stores is aimed at providing Red FM advertisers to reach a large number of consumers at the point of purchase.
Red FM will offer interesting in-store entertainment like Red FM play-outs that will add a fun quotient to the consumers’ shopping experience. The radio station will also integrate the Red Mike activity, a unique platform wherein listeners can ‘bajaao’ issues relevant to them and the society in general, on the FM station. This will be done through various interactive activities in the presence of the station’s RJs in the Pantaloon stores across the three cities.
Commenting on the marketing tie-up, Anuj Singh, Station and Marketing Head, Red FM Mumbai, said, “Red FM has been at the forefront of marketing innovations and has followed the strategy to reach out to its listeners at as many consumer touch points as possible. This tie-up with Future Group’s Pantaloons stores intends to make a listener’s interaction with the brand as interesting as possible through the use of innovative ambient media. Our engaging activities in Pantaloons will step up our dialogue with the consumer and reiterate our brand proposition.”
Anup Kotekar, Director-Audio Visual Media, Future Media (I) Ltd, added, “In-store radio plays a big role in setting the ambience within the store and enhancing the purchasing experience of consumers. Being a popular radio station among consumers, Red FM is sure to entertain consumers at Pantaloon outlets in these cities.”