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/2017/11/22/football_0.jpg?itok=qmOBAtSK
Mumbai City FC joins hands with Infinix Mobile

MUMBAI: Infinix Mobile from Transsion Holdings has announced a partnership with Mumbai City FC, the Hero ISL team owned by Bollywood actor Ranbir Kapoor. The partnership comes close on the heels of the global launch of Infinix’s flagship dual camera smartphone, the Zero5.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/22/Prasanth_Kumar.jpg?itok=6lXqVbZm
Talent retention is key, says Mindshare’s Prasanth Kumar

MUMBAI: Mindshare, a global media and marketing services company that is a part of GroupM, has completed 20 years this November globally and 15 years in India. The company was created by the merger of the media operations of JWT and Ogilvy & Mather, then the two big full-service advertising...

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/22/Digital_ad.jpg?itok=wNAQx7RC
Digital ad spend pegged at Rs 13000 crore in 2018

MUMBAI: With the growing demand for smartphones and falling data prices, digital advertising are likely to increase in India from the current level of Rs 9800 crore to Rs 13000 crore by December 2018 growing at a compound annual growth rate (CAGR) of 35 per cent.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/21/Mullen-Lintas_0.jpg?itok=GzUA2t-i
Fossil assigns creative mandate to Mullen Lintas

Fossil India has appointed Mullen Lintas as its advertising agency partner after a competitive multi-agency pitch.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/21/ROB.jpg?itok=JAlomE5a
Rob Norman quits GroupM

MUMBAI: GroupM’s global chief digital officer Rob Norman has decided to retire from his full-time role effective January 2018. Hewill remain an advisor to GroupM and its clients, with a reduced workload that allows him more time to pursue personal interests.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/21/Pidilite_Fevikwik.jpg?itok=UAziQ8rm
Pidilite celebrates 'Khushiyon ke chand pal' in new TVCs

MUMBAI: Fevikwik, the instant adhesive brand from Pidilite Industries, has launched a new television ad campaign titled ‘Khushiyon ke chand pal,' which depicts a woman being unexpectedly appreciated by her loved ones for repairing different things in the house.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/21/Saregama.jpg?itok=1SR7fwYS
Saregama makes digital audio players cool again

MUMBAI: There is nothing that moves India like music and when it comes to music, who would disagree that songs from the 50s, 60s, 70s, and even the 80s have touched India like few other things have. Several generations have grown up on singers like Rafi, Lata, Mukesh, Kishore, Sahir, Majrooh, RD,...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/21/bat.jpg?itok=vbyPYfgk
Milestone Dentsu charges up new Panasonic TVC

MUMBAI: After a long hiatus from TV screens, Panasonic has returned with a commercial for alkaline batteries. Developed by Dentsu Aegis Network’s Milestone Dentsu, the creative partner of Panasonic India, it highlights Panasonic batteries’ superior power over normal zinc ones. It stars Olympic...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/21/commerce.jpg?itok=e57FM29_
Emerald Media leads $65 mn funding round in aCommerce

MUMBAI: Southeast Asia’s leading e-commerce brand aCommerce Co has announced that it has closed a $65 million Series B funding round. It is an enabler and e-distributor in four markets for over 260 brand clients such as Samsung, Unilever, Nestlé, L’Oréal, Philips and Mars.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories