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MUMBAI:
Red FM Mumbai continues to be the official radio partner of
Reliance Industries' IPL franchise, Mumbai Indians for the
second year in succession. The radio station has planned a
360 degree campaign across on-air, on-ground and multimedia
as part of extending its support to the IPL franchise.
"As
part of our programming line-up, members of the Mumbai Indian
team will be coming on air in exclusive interactions. However,
the highlights of the promotion this year is that we are offering
eight 'Fadu Fans' a chance to watch matches of Mumbai Indians
live in South Africa," says Red FM national marketing
head and station head (Mumbai) Anuj Singh.
The
contest runs for four weeks starting 13 April to 10 May. Every
week two tickets for South Africa will be given out. Additionally,
the radio station will be giving away merchandises of Mumbai
Indians and goodies to listeners.
"Eight
spots in Mumbai will be identified and our RJs will give on-air
clues to bring the listeners closer to the final location.
The clues will be devised to crack the code format with a
password. Listeners can call in with their estimates and guesses
to the location of the ticket. Finally, they would have to
give the 'password' to the person who holds the ticket and
only then can they win it. The listener who reaches the location
first, wins," explains Singh.
The
activity will be on-air through the course of the day and
will be integrated in all the shows that will be aired on
the radio station. The radio station will have OB vans stationed
at various locations to capture the excitement and confusion
among listeners.
Last
year, as a radio partner of Mumbai Indians, Red FM was bestowed
with two WOW awards for excellence in events and experiential
marketing. As part of its brand integration, Red FM turned
to Blue FM for a whole day for Mumbai Indians.
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