Bahut Kiya Sammaan campaign aims at motivating people to question the authorities over deteriorating state of affairs and raise their voice. The network wide campaign will be focussing on city specific issues such as pollution, unhygienic conditions, water shortage, traffic jams, bad situations of roads, electricity supply, lack of civic sense along with larger issues of corruption, VIP culture, infrastructure, eve teasing, intolerance etc.
Commenting on the initiative, Nisha Narayanan, COO, Red FM, said “Our strategy is to maximize saliency amongst our core TG, trade partners, clients and internal stakeholders. The idea was to build on the RED FM’s brand ethos and reinforce the BajaateRaho attitude by pushing the envelope further. Being a ‘provocative entertainer’ BhutKiyaSamman campaign is a clarion call and a leap forward to our Station of Expression promise.”
Campaign execution
The campaign is a 4 week heavy impact campaign spread across our network has 3 phases. In the 1st phase the on air teaser started across all key stations within the Red FM network. In Phase 2nd the hoarding/OOH was rolled out. And in the 3rd phase we have planned execution of the rest of the media like auto backs, cinema branding, CCD’s etc.
The on ground campaign has been rolled out in 12 key markets of Red FM which includes Delhi, Mumbai, Kolkata, Nagpur, Ahmedabad, Kanpur, Lucknow, Indore, Bhopal, Jaipur, Bhubaneshwar, and Guwahati. It has been promoted through emailers, site captures& print ads across all major trade portals and magazines. GDN Banner, FB ads and you tube ads to push the campaign digitally and build conversations around the brand.
Bahut Kiya Samman Campaign Strategy
As part of the 360 degree media campaign Red FM deployed a massive outdoor plan with more than 500 sites across metros and Tier 1 towns capturing all the major catchment areas, arterial roads and impact sites. The plan also includes bus shelters to build reach and frequency for the campaign.
“Our media strategy is built around the mapping of ‘a day in the life of radio listeners’ and it targets key consumer touch point that entails Innovations on Billboard, Impact Outdoor sites, Ambient Media like Coffee Shops, Malls & Multiplex , & digital” added, Narayanan.
Plans for 2016
Right now the focus is to implement the National brand campaign effectively across all media vehicles. In the near future we would also be coming up with few RED LIVEs in Delhi, Nashik and Bhopal. There is a specific marketing execution plan which has been etched out for the same.
Then, later during the year there are newer stations in the pipeline for which will plan launch campaigns as and when. Overall, it’s going to be a busy year ahead!
Red FM is earlier seen raising voice of issues such as fixing potholes in cities (Pothole Utsav), encouraging people to exercise their right to vote (Dabaake Bajaa), collecting / contributing funds to Nepal Earthquake victims (Bajaao for a Cause) etc.
With additional inputs from Raghvendra Shikhrani
