Red FM goes on-ground to enhance TG engagement

The radio channel to host live concerts and music gigs across the country. First concert to take place in Delhi NCR on October 13

e4m by Saloni Surti
Updated: Oct 4, 2012 2:14 AM
Red FM goes on-ground to enhance TG engagement

From Bajaoing of crime to Bajaoing of music, Red FM properties are always designed on the basis of their tag line ‘Bajate raho’. To take its Bajate raho spirit on-ground, Red FM launched a property named Red Live.

The platform will bring good music and the artists behind them together off air. It is aimed at creating a deeper connect with listeners. Red FM will host live concerts and music gigs across the country under the Red Live umbrella name. The first concert is slated to take place in Delhi NCR on October 13 with Honey Singh.

Commenting on the on-ground activations, Nisha Narayan, Senior VP, Projects and Programming, Red FM said, “The kind of artists that we showcase and the way we present these artists in our concerts will be very different from the regular gigs and will be in true ‘Bajate raho’ style. With big artists and large scale format concerts backed by good media deployment, we are likely to reach and engage large number of listeners.”

In spite being one of the most active medium, radio has seen limitations in terms of variety of genres in music and show formats. On-ground activations not only give a wider scope for audience engagement, but also enable players to reach out to that section of TG who have a liking for contemporary and new music.

“We would make sure to showcase artists that have become contemporary superstars with their differentiated sounds and have thus broken the mould and taken the youngsters in India by storm; artists whose attitude and philosophy coincides with that of Red and its listeners,” added Narayan.

Red Live also enables advertisers and brands associated with Red FM to get their brand to engage with the music loving young TG.

The property is given a considerable push on digital platforms such as Facebook, Twitter and YouTube. The official Red FM website will also be actively engaging with the listeners.

According to Narayan, on-ground activations are quite important for a deeper engagement with the audience in a medium where one hardly gets to see the voice one loves. Interactions with listeners on such a platform help in creating a connect which would stay long after the radio has been switched off.

Initiated in Delhi, Red Live will be organised in all the metros and thereafter, smaller cities as well.


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