Red FM takes the disruptive route to stand out

While continuing with the ‘Bajaate Raho’ tagline, Red FM has undertaken quite a few innovative and disruptive campaigns to build listener connect

e4m by Surbhi Bhasin
Updated: Aug 4, 2012 10:40 PM
Red FM takes the disruptive route to stand out

While continuing with the ‘Bajaate Raho’ tagline, Red FM has undertaken quite a few innovative and disruptive campaigns. The FM player’s disruptive communication and programming has helped it create a loyal listener base and also become a platform for advertisers.

Some of the recent campaigns that were innovative and disruptive included Red Arrest, Janta Qawali and Main Zinda Hoon in Delhi; Red Ka Thappa across the SAFL markets; and Malishka Hawa Mein in Mumbai.

Red FM recently appointed Yang Saints and Warriors as the creative agency for its radio network. The agency was selected after a multi-agency pitch that involved a number of India’s leading advertising agencies.

Speaking to exchange4media, Nisha Narayanan, Senior Vice President - Projects and Programming, Red FM, said, “Yang Saints and Warriors have delivered some extremely disruptive and sticky advertising for some of the brands they have worked for. With them coming on board as our creative agency, we are looking forward to some exciting work on the brand.”

Meanwhile, digital has been playing an important role in creating listener engagement and Red FM is leveraging the medium by staying active on both digital and social media. It is active on Facebook, YouTube and Twitter to engage with the listeners.

Red FM is in the process of revamping the website for its various stations and has recently launched a new website for its Delhi station. On the mobile front, the FM player had launched mobile radio in association with Hungama last year.

Narayanan shared, “Mobile radio has received great initial response and not only are we reaching out to additional audience through it, but it also works well as a revenue stream.”

She further said, “We hope that with Phase III, the regulations are relaxed and radio players are allowed to breathe and survive. We hope to see royalty issues sorted out, allowance of news and sporting events on radio, multiple frequencies for single player in a city and many more beneficial regulations to see light of day. If these don’t happen, the future of private FM in India looks bleaks.”

Future plans
The focus in future would be to reach out to listeners, interact and engage with them regularly through various initiatives. Red FM will continue being consumed through different platforms.

Also on the anvil are campaigns planned to strengthen the brand. Meanwhile, Red FM is not planning to hike its ad rates in the near future as the collapse has hit the advertising industry, including radio.

“Yes, some improvements have taken place and baby steps have been taken to correct some of these issues. However, until we do not receive clarity, we cannot comment on future course of action. Unless the concerns are addressed on time, the future of commercial radio seems bleak,” Narayanan cautioned.


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