Red FM Bajate Raho Awards is making a lot of noise on the streets. The on-ground activity for the show includes a lot of one on one interaction with the Red FM audience.
The outdoor activity, which started February 7, encompasses various vehicles of propaganda - branded autorickshaws, mall activity, road shows and an open bus on the final day, February 25, when the awards ceremony will be held.
A No Vote campaign will be used to garner votes for the awards. "They're awards not all those nominated would want to take home," says Anuj Singh, station head, Red FM, Mumbai. The No Vote idea will be utilised in an on-ground activity in Mumbai, Delhi and Kolkata, in which look-alikes of those nominated will make a plea for no votes. The campaign says, 'Jisne aapka bajaya, ab uski bajao!' The underlying theme of the activity is elections.
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During the road shows and the canvassing that have already taken place, leaflets were distributed to the public to inform them about the event and give them a chance to fill in their entries for the nominations. Though the leaflets will not be part of the votes that will be counted, the leaflet that has the right list of final awardees will receive a prize. Part of the open bus agenda will be live bytes taken from the public while the bus tours the roads of Mumbai.
The mascot for this year's Bajate Raho Awards is Kamla of Kamla ka Hamla fame. Kamla will be an important part of the awards show.
The awards are a people's choice awards, and celebrate excellence in categories such as Bollywood, music, cricket and television. It is a first of its kind event, in which a radio station has gone beyond the boundaries of delivering just radio content. "It will be aired on television too," shares Singh, though he says they are still to decide on which channel.