MUMBAI: Talk about high impact and in your face sales pitch! This time round, it was none other than Red FM 93.5 that decided to promote its show Morning No 1 hosted by former Win 94.3 RJ Malishka in an absolutely titillating and entertaining fashion to media agencies and key clients.
Red FM on a three day promotional spree visited media agencies and clients in Mumbai along with the Amitabh Bachchan look alike accompanied by a junior artiste playing Aishwarya, surprising them with the song of the season Kajarare Kajarare... from the flick Bunty Aur Bubli and spontaneously bursting into a dance act.
The thought behind the promotion was the play on the numero uno factor - The number one song of the season can be heard on the number one morning show on radio FM hosted by the number one radio jock in Mumbai.
Post taking the media professionals by surprise, they were gifted a Red FM branded 'Gamcha' and a photograph of them jiving in the act.
Commenting on this unique promotional activity, Red FM CEO Abraham Thomas says, "We are the challenger brand so expect the unexpected from us. In a category wherein the rest of the programming and content is by and large the same, we have got the number one radio jock in Mumbai on the number one morning show in Mumbai. The response to Malishka from listeners and advertisers is absolutely mind blowing. Our activity received tremendous response. In fact, we have received calls from few other agencies as to why we skipped them. I guess the act was such a big success because it was refreshing, lively and and totally unexpected.”
Says Initiative Media Reena Uttam Singh, “I just loved it. We were completely surprised as we had expected a routine meeting, but this was just mind blowing! We love the new attitude of the station.”
Agrees Mindshare's Guru Rao, “I think it was a very innovative presentation. I am sure everyone not only noticed but also enjoyed it as well.”
The activity was to ensure buzz around Red 93.5 and the promotion of Morning No 1. Agencies and clients visited were Group M, Madison,
Zee TV, Rediffusion DYR , Lodestar, Initiative Media , Starcom
Sahara One TV.
Abraham parting words were: "Watch this space for our next salvo."
