MAM

Painting the town 'RED'

MUMBAI: They are everywhere - on the bus handles, train windows, cinema screens, city cabs and just when you think you've lost them, they follow you right into trial rooms at departmental stores too.

RED FM in its latest on grounding branding initiative has decided to paint the town well ....red. The branding exercise that concentrates on Mumbai has adopted transit advertising to the maximum. Given that the drive time listenership for radio is very high, the station has also used this medium to connect with its listeners.



So is the reason for this aggressive branding exercise tied up with a need for differentiation given the number of stations battling it out in Mumbai?

RED FM COO Abraham Thomas says, "Radio provides its listeners with a functional connect whether through music, entertainment, Bollywood, sports….and this is practically similar across all radio stations since we are mass players."

The differentiation he adds can be created more effectively through emotional connect with the station. He calls it the 'recency factor'. In plainspeak the last or most recent message engaging the viewer has a much better chance of being recalled longest.

"We have already run contests on the station asking listeners to list out the various spots where they have encountered Red FM branding and most listeners got almost 8 out 10 spots right.



The campaign creative uses the unique problems faced by commuters in their public transport. Sample this body copy in a train window display - 'Ab faltu mein ringtone bajaanewale ki baajegi'or the cinema slide copy that reads 'Ab kuchiku karnewaalon ki baajegi'. The campaign ties up problems like ringtone nuisance or cinema theatre etiquettes with their own brand of 'sabki bajegi' attitude.

Says Thomas, "The campaign is city relevant and aims to reach the consumer at all the touch points. But in addition to being a branding campaign, the idea is also to pick on issues that bug the listener and give him a platform like ours to address it. The personality, tone and character of our station is maintained throughout the campaign."

And while the FM station looks at on ground branding it has also followed it up with some innovative on air properties. The station featured the Baajate Raho awards last month. The awards are basically a radio version of the Raspberry Awards which spoof the more popular awards by honoring the worst in the industry. It's a tongue in cheek look at various issues that engaged people and media.

The station has some very successful hows like Morning No.1 with Malishka in Mumbai and with Nitin in Delhi where the RJs pick on a city centric issue and convert it into an interactive discussion.



The latest in line is their on air traffic updates property. "While most radio stations have listeners call in and give traffic updates, we have cab drivers across the city call in and tell us the traffic situation."

The on ground campaign has utilized these gold cabs by painting them with their logo and they are called Taxi No.935.Around 900 BEST buses have also been used to display the Red logo on its handles. Trial room doors at Pantaloons, Big Bazaar, Food Bazaar and Westside have also been splashed with the logo and programmes on the station. The cinema slides are on display at close to 53 screens including Cinemax, PVR,Fame Adlabs amongst others.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/fcb%20%281%29.jpg?itok=bnPdV4pW
FCB Interface with Mahindra's 'joy of breaking free'

FCB Interface has launched a brand new campaign for Mahindra’s range of personal vehicles. Set to the tune of the original Live Young Live Free track from the first campaign, this film elevates it from a song to an anthem. Following is the link to the ad for your reference.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/amit_gujral.jpg?itok=sBmbhKyq
LG to patriots: #KarSalaam

MUMBAI: LG has launched the #KarSalaam initiative which aims to salute the spirit and sacrifices of the Indian soldiers to celebrate India’s upcoming Republic Day.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/AMIT%20WADHWA-RAJAN-800x800.jpg?itok=oIBJn_eJ
HT Media hires Dentsu Impact

MUMBAI: Dentsu Impact has won the creative duties for all brands from HT Media - including Hindustan Times, Hindustan (Hindi), Mint, Shine.com, HT Campus, Career Plus, Study Mate, English Mate and Bridge School of Management. With this move, Dentsu Impact becomes the prime strategic and...

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/19/Ayyappan-Raj-800x800.jpg?itok=Tih3d0WE
Nomarks for guessing who's self-reliant

MUMBAI: Bajaj Nomarks has come out with its latest brand campaign that highlights the advantages of the skincare cream. The campaign, led primarily by a video film, touches upon the core point of the cream being a companion to women who often face multiple skin complaints, especially on the face....

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/18/sabia.jpg?itok=UPFNUZeB
Madame Tussauds in India; WATConsult wins media mandate

WATConsult, one of India’s leading media agency, which is now a part of the Dentsu Aegis Network, has won the digital and social media mandate of the world-renowned wax museum, Madame Tussauds, which is soon to be launched in the capital city of India.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/18/PC-advrt.jpg?itok=Q6eLTowD
Priyanka in new Pantene ad

Pantene, one of India’s leading hair care brands along with new brand ambassador Priyanka Chopra, launches a new and improved formula. The brand launches its biggest breakthrough in 30 years: Pantene’s new formula with PRO-V and goodness of oils making hair thicker, stronger in just 14 days.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/17/shanu-singh.jpg?itok=M5jb_3ds
E-com: Godrej Interio, IBM tie up

IBM has announced that Godrej Interio, the furniture division of Godrej & Boyce Mfg. Co. Ltd., is collaborating with IBM to capture the attention of the growing number of home furniture and accessories consumers.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/17/Unpack-Your-Dreams.jpg?itok=YDAX1_lp
'Unpack Your Dreams', advise cricketers

Aristocrat has appointed Indian cricket champions Rohit Sharma and R. Ashwin as its ambassadors to endorse the brand’s new identity and stylish product line.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/17/dish-tv.jpg?itok=cnk3-jZ2
Jahan Desh ke Rakshak wahan tak DishTV; special offer launched

There is no greater love, than the love for one’s country. As India celebrated the 69th Army Day on 15 January, DishTV paid tribute to the valour, indomitable spirit and determination of the brave soldiers of the Indian Armed Forces.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories