Red FM turns blue to celebrate new features of Wagon R

Red FM and Maruti Suzuki came together to re-launch Wagon R. The initiative saw Red FM turn blue for an entire day on April 23, 2010 to celebrate the brand new features of the Wagon R, such as its blue eye shaped headlights, taller body, etc. Everything from the station jingle and bumpers to the RJs’ sign off was modified to incorporate the Wagon R’s unique features and celebrate its arrival in style.

e4m by exchange4media Mumbai Bureau
Updated: May 4, 2010 11:12 AM
Red FM turns blue to celebrate new features of Wagon R

Red FM and Maruti Suzuki came together to re-launch Wagon R. The initiative saw Red FM turn blue for an entire day on April 23, 2010 to celebrate the brand new features of the Wagon R, such as its blue eye shaped headlights, taller body, etc. Everything from the station jingle and bumpers to the RJs’ sign off was modified to incorporate the Wagon R’s unique features and celebrate its arrival in style.

Two days before the re-launch, a teaser campaign to search for the new “blue eyed boy in town” was kicked off on all 20 Red FM stations in Mumbai, Delhi, Kolkata, Bangalore, Chennai, Pune, Nagpur, Jaipur, Hyderabad, Ahmedabad, Cochin, Bhopal, Lucknow, Kanpur, Guwahati, Bhubaneswar, Vijaywada, Vizag, Coimbatore and Baroda. Red FM RJs led the hunt by enlisting the help of listeners in tracking down this elusive character by going out on the streets to look for “him” and share some clues about “his” identity. Listeners called in to share their ideas on the identity of this character, but the “blue eyed boy” remained untraceable as ever.

On the day of the launch, actor and Wagon R’s brand ambassador Madhavan revealed the identity of the “blue eyed boy”. In a two-hour long simulcast, Madhavan answered questions about the new Wagon R, highlighting its improved features. The RJs then took the car out for a test drive and shared their first hand review of the car with the listeners.

Commenting on the campaign, B Surendar, Senior VP & National Sales Head, Red FM, said “Red FM’s Creative Solutions Cell is dedicated to providing brands with holistic promotional ideas that are unconventional and truly attention grabbing. This campaign to re-launch Wagon R in 20 key markets across the country fully capitalised on the strength of Red FM’s vast network. The innovative, fun manner in which the new Wagon R was introduced ensured that listeners sat up and took notice.”

Shashank Srivastava, CGM - Marketing, Maruti, said, “MSIL has been a pioneer in creating path breaking brand communication campaigns, it has been our endeavour to consistently evolve our products innovatively, which requires out-of-the-box thinking to come up with clutter breaking ideas, which would have an impact on the consumer mindset. Wagon R was an already well established brand perching high in the consumer mindscape; to communicate the arrival of this ‘blue eyed boy’ required the power of disruption to make an impact. We came out with this idea of painting Red FM blue and ride on the arrival of new blue eyed boy on this highly noticeable disruption.”

VS Mani, Senior Vice President, Lintas Media Group, said, “For the launch of the all new Wagon R, the challenge was to infuse newness into something you have always known. So, the switch of Red FM to ‘Blue FM’ created a disruption from what you are always used to hearing and this was used to communicate about the all new Wagon R, and thereby establishing the brand message.”

Red FM has been widely appreciated for its unique and innovative activations and client solutions. Adding a feather to Red FM’s cap was the recent ‘WOW’ award for excellence in events and activations for its activations campaign for Kingfisher at the recently held WOW Awards 2010 in Mumbai.

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