"We're going to voice the common man's concerns and be a station that will be relevant to him. But at the same time, will not lose our sense of humour." So says 93.5 Red FM COO Abraham Thomas.
At a time when radio brands are looking at ways to consolidate and differentiate themselves, 93.5 Red FM has shot first off the blocks in this direction in a bid to capture the first mover advantage.
According to ILT (Indian listnership track) and NRS, the average radio listener is already tuning in for more than two hours a day and is fast catching up with television. 'Mindspace' has never been more on the minds of radio marketers as now. The bulk of listeners are from the lower SEC. In fact, over 60 per cent of FM radio listeners belong to SECs B, C and D. The age distribution of radio listeners is concentrated in the age group of 20-29, followed by the 12-19 age group and the 30-39 age group.
In keeping with the above trends and the growing space of FM, Red has undergone a complete makeover to ensure a distinct positioning with its listeners as well as broadbasing itself targeting the lower SECs as well.
RED's NEW MANTRA:
The brand 'Red' is looking at becoming - the voice of the common man. The empathy of this thinking being, increasing the scope and breadth of the Red listeners. Red will reflect issues topical and relevant to what the 'aam aadmi' is confronting. To capsulate this new attitude and mindset the radio station has adopted a new slogan: 'Bajaate Raho'.
'Bajaate Raho' is Red's new zingy attidude, which is pillared around connecting with the 'janta' on issues and empathizing with the masses to give them a reason to tune in to the station as 'apni awaaz.' Explaining the new positioning, Thomas stresses, "The 'janta' does not expect solutions from us and neither do we intend to provide them. Our purpose is to communicate that we are in it together. It is to do so in a tone and manner that is aggressive yet entertaining but never pontificating. It is about touching on everyday irritants. From mindless, yapping RJs at the micro level to daily miseries like water and power shortage, relationship issues, corruption in every part of life at the macro level. It is not about activism or social change or bringing down the establishment."
The TG that Red is focussing on is broadly speaking mainstream India - the common man. Adds Thomas, "For this person, it's not 'India shining' but 'India about to shine'. These are the people affected most directly and critically by problems and issues such as bus strikes, overcharging autos, inadequate sewage, no water and electricity, eve-teasing, unhygienic surroundings etc. Their goal is to live comfortably rather than luxuriously."
SOUNDS OF CHANGE:
Coming to content, Red has firstly struck an exclusive deal with T-series music on Red FM. The deal ensures only Red FM 93.5 is privy to the latest pop hits (Bollywood and Indipop) as soon as it hits the market, aiding sampling and sales.
Red also unveiled its new RJ - Simran with a unique contest titled 'Heera Mujhe Mil Jaye' contest which waas held between 18 July and 28 July on Red FM. The contest winner bagging win exclusive diamonds.
Marketing and advertising professionals have already got a taste of Red FM's new avatar with its three day in-your-face promotion for Morning # 1 with Malishka at leading media agencies and key client offices across Mumbai. An Amitabh Bachchan look-alike and a dancer posing as Aishwarya Rai had planners and clients dancing to the season's hit song "Kajra Re" from the film Bunty Aur Babli.
That apart, the new Red FM surprised Mumbai women commuters by boarding the Mumbai Ladies Special train and railway stations by observing the ritual of Haldi Kumkum with about 2,000 women on the Virar-Churchgate Ladies Special on 26 August, it being the last Friday of sawan. The new spirit of Red continued with the dahi handi celebrations on air where Mumbaikars were invited to register themselves to actually come and burst handis in the Red FM 93.5 studio and win exciting prizes.
The radio station also roped in Mandira and Manav to RJ as part of an exclusive tie up with Fame Gurukul on Sony.
PROGRAMMING INITIATIVES:
Hamaara Jawab
According to Thomas, the show is essentially music programmed with science and passion. Although it may not be differentiated by genre, it is differentiated by selection.
Red FM 93.5 primarily plays popular hits (Bollywood and Hindi pop) released in the last 10-15 years. All the music on Red FM 93.5 will be tested on the TG using patented technology that tests how much the particular focus group likes a song based on the actual radio listening experience. "We are playing their favourite songs as identified by them. We are playing their favourite songs consistently. Everytime our target listener tunes into Red FM 93.5, they are going to hear a song they like," says a confident Thomas.
Hamaara Jawab will focus on creating the strongest morning show in the market that will keep listeners hooked through the rest of the day. Research reveals that listenership starts picking up from 7am and increases till about 10 am, gradually dipping till about 12 noon where it levels off, peaking moderately again between 6 pm and 8 pm in the evenings. The show hence will focus on 'at home' listening.
Adds Thomas, "Contrary to international radio listening habits, radio, in India, is an 'at home' medium."
The Red Superstars
Personifying Red's new attitude on air are a host of well known voices. Hoezay, bad Bandra boy gently and not so gently taking Mumbai's trip on air every evening on Mumbai Local from 6 pm to 10 pm every Monday to Friday.
Anuraag Pandey, "tamaam industry ke log" jaante hai ki Anuraag jaisa koi nahin. He's all set to charm the ladies, dishing up the hottest gossip 11am to 2pm, Monday to Friday only on Red FM 93.5.
On Sundays, Red will present the daddy of Indian radio thrilling the fourth generation of radio listeners in India - Amin Sayani on Sundays at 8 pm. The funny man, Suresh Menon will be hosting two new shows - the tongue in cheek Junior Post Office which is strictly not meant for children and three hours of nonstop nonsense on Comedy # 1 from 2 pm to 5 pm on Saturdays.
Surendra Sharma, the noted humorist will host Sharmaji Se Poocho comprising whacky answers to some crazy questions from Monday to Friday from 5pm to 6pm.
Simran will host Morning # 1 from Monday to Saturday from 7 am- 11 am. Sachin's Happy Hours on the other hand will be the soothing factor for taut nerves strained by Delhi's evening rush drive on weekday evenings from Monday to Friday between 6 pm to 10 pm.
The Kolkata chapter, still trying to understand the the morning radio phenomenon will have Siddharth hosting the morning show. Rakesh and Prajna will rule the late morning slot in Kolkata with the show Jeene Ka Funda on weekdays and the letter request show Chitthi Aayi Hai on weekends.
To sum it up, it's a new look, a new attitude and Red is going aggressive to ensure top of mind recall with relevant yet entertaining content to ensure maximum scope and listening volume.
