Red FM ventures out of radio

By , agencyfaqs! | In Media Publishing
Last updated : December 13, 2006
Red FM has stepped out of the boundaries of radio by venturing into outdoor events and marketing activities. It has launched a special division called Red Activ for the purpose


'Asli Masti' to 'Bajaate Raho', Red FM has come a long way. And now it has gone a step further by launching an on-ground activation division called Red Activ, which will be operational in Delhi, Mumbai and Kolkata.

Red Activ will offer marketing solutions to brands, consolidating their media mix. It comprises of a team of experienced personnel from the fields of event management, celebrity handling, brand communication, etc. Red Activ is headed by Indranil Ghosh, who is also the radio station head for Mumbai.

Under the Red Activ umbrella, Red FM will provide ideas and drive innovations for clients' businesses, by either approaching them with a concept or pitching for new businesses. The key areas of operation will be driving media innovation, sponsorship marketing, amplification, on-ground events, brand promotions, and film and entertainment solutions.

Abraham Thomas
Abraham Thomas, COO, Red FM, says, "There is a tremendous shift towards below-the-line marketing. We thought it would be a novel idea to have on-air as well as on-ground presence, hence Red Activ."

According to Thomas, despite there being ample on-ground activation and events companies, the common complaint is that monitoring these activities becomes a herculean task. "Often, the client is based in Mumbai and the on-ground event is happening in Delhi, making it inconvenient to monitor. That's where our credibility and presence will help," he explains.

Red Activ will kick off its first major event this weekend. Called Garnier Fructis Red FM Drive 93.5, this is a car rally in aid of breast cancer awareness. The event has around 11 sponsors, among them Garnier Fructis, 'Cosmopolitan' magazine, 'Overdrive' magazine and Mahindra Scorpio.

Red Activ will not limit on-ground activities to contests alone, but conceptualise marketing innovations and also leverage radio wherever it can. For this, it will work closely with the client as well as the media agency.

2006 agencyfaqs!

First Published : December 13, 2006
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