Red FM announced this week that it has partnered with the Election Commission Of India (ECI) to encourage voters to come out and cast their vote at the upcoming GeneralElections. The radio station plans to utilise radio, OOH and digital mediums to promote the initiative, called “DabaaKeBajaa. “I think we have had enough of criticising and inaction. We want to motivate and mobilise the youth to press the button (vote) first and talk later,” said RajatUppal, General Manager (Marketing), Red FM.
As part of the promotions, aRed FM RJ in each city will be appointed as “youth ambassador”, with extensive on-air promotions planned to spread awareness around the initiative. Apart from radio promotions, on-ground activities include volunteers who will approach people, especially the youth, to ‘pledge’ to vote on Election Day. The station will also be setting up ‘pledge-meters’ across key 5-7 key cities. There will be LED hoardings which will show real-time, consolidated number of people who have pledged to vote across various platforms. Uppal informed us that the OOH campaign will start running a couple of weeks before the election date in the given city. The campaign is currently running in Delhi, with Mumbai slated to see it by the second week of April. Red FM has partnered with DDB Mudra to handle its OOH campaign.
“With radio, we already have reach. The OOH campaign is more about attracting attention. We already have around five million people who have taken the pledge on radio, digital, etc.” said Uppal.
Another medium that is being used extensively is social media. Red FM has created a Facebook app for “DabaaKeBajaa” on its page. The app has been created by digital agency Foxymoron, who will also be handling the digital and social media campaign for the radio station. Apart from the app, Uppal said videos, organic posts and paid media will also be used to promote the activity. There are also plans to create hashtag-based contests on Twitter. The station also plans to leverage the reach of their RJs on Twitter and Facebook to reach out to people as well as the regional and national ambassadors of the Election Commission.