Red Mike is back in a bigger, better avatar on Red FM, which is known throughout the country for its ‘Bajaate Raho!’ attitude. Red FM 93.5, the station for expression, launched the second season of Red Mike in the cities of Ahmedabad, Bhopal, Bhubaneswar, Guwahati, Indore, Jaipur, Kanpur, Lucknow, Nagpur, Pune, Vadodara and Hyderabad from August 8, 2011 onwards.
Listeners in these cities will be encouraged to speak up and have their voices heard by a larger audience. This year apart from road shows, in certain markets, Red FM has engaged local street theatre troops who would convey the idea of the campaign in an interesting manner.
The campaign has also been extended on social media; each station has its own dedicated Facebook page and Twitter account to reach out to listeners even when they are not tuned in.
Hoardings at 10-15 prime locations each of the 12 markets apart from entertaining activities at malls and multiplexes will popularise the campaign. The on air campaign will run for about 4-5 weeks, while the promotional activities will be for about three weeks. Red FM has roped in Sakal, Amar Ujala, Dainik Navjyoti, Patrika, and Pratidin as its media partners, while mall partners are Inorbit in Pune, Fun Republic in Lucknow, Eternity Mall in Nagpur, 10 Acre in Ahmedabad Central and Himalaya in Ahmedabad.
Last year the campaign saw enthusiastic response from listeners who used the platform to express themselves and in the process highlight some important local issues. Citizens used Red Mike to not only request their favourite songs, but also discussed issues such as blatant demands for donation by colleges, increasing incidents of violence on women, erratic water and power supply amongst other.
Not only citizens, authorities and officials from local government bodies such as the Municipal Commission and Police Department used the Red Mike to contribute their views and address the concerns of the citizens. This year, besides radio the campaign will also rely on other media such as print and television, outdoor broadcasts, on ground activation in malls and on the street via street theatre groups, SMS and social networking sites such as Facebook and Twitter to provide citizens with multiple platforms to communicate and discuss.
Speaking on the launch of Red Mike, Nisha Narayanan, Senior VP- Projects and Programming, Red FM 93.5 Network, said, “At Red FM we swear by interactivity and Red Mike is both a tool and a symbol for expression. Red Mike is a brand building campaign which is designed with the aim of reaffirming Red FM’s positioning as 'the station for expression' amongst listeners in the 12 markets. It is not designed with the aim of attracting advertisers specifically, though we have seen traction from local advertisers in these markets already. More importantly, the response from listeners has been extremely positive. Last year, we were pleasantly surprised by the feedback we received from our listeners as well as government officials who used the airwaves to initiate conversations. This year, we have upped the ante. Red Mike will be fun, entertaining, bold and unlike anything else that any radio station is attempting. Through this campaign we intend to let listeners shape the radio station and its conversations. Red Mike will be everywhere, on air, on ground, in cyber space as well. People will have ample opportunities and avenues to contribute and engage. We will reach out to all, be it youngsters or senior citizens, by taking Red Mike to the places where they hang out, where they live, etc.”