Call in and complain: Red FM launches 'Malishka ko Bataun Kya?'

By Surina Sayal , afaqs!, Mumbai | In OOH News | August 26, 2009
To mark the fourth anniversary of its breakfast show, Red FM has launched an initiative to give listeners a chance to get in touch with RJ Malishka at any time during the day

To mark the fourth anniversary of Red FM's breakfast show, Morning No.1, the radio channel has launched an initiative where listeners have a chance to get in touch with RJ (radio jockey) Malishka directly at any time during the day.

For the initiative, it has tied up with telecom service provider Idea Cellular. The station has launched a campaign around the initiative, titled 'Malishka ko Bataun kya?', where listeners can contact her directly on her Idea number (9702000935) to speak to her or leave a message. The idea behind this campaign is that Red FM is the 'station for expression'.

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Outdoor hoardings promoting the initiative show cartoon style images of people doing things they shouldn't and being caught by another, who threatens to tell Malishka about it.

Creative agency Ogilvy India is Red FM's agency on record and has conceptualised and designed the campaign. Creative directors Abhijit Avasthi, Manoj Shetty and Siddhartha Dutta worked on it, along with copywriter Mihir Dhairyawan and art director Sameer Thakor.

The brightly coloured creatives include a man's dog peeing on another person's vehicle, a man seen staring at the maidservant over his newspaper and a third showing a man spitting 'paan' juice all over a wall. All of the offenders are being warned by another person saying, "Malishka ko Bataun kya?"

Anuj Singh, national marketing head and station head, Mumbai, Red FM, says, "At Red FM, we are always on the lookout for ways to build engagement with our audiences through campaigns such as Red Mike, Bajaate Raho Awards and Vote for Boat. 'Malishka ko Bataun Kya' is another initiative that reaches out to our audience and marks the fourth anniversary celebration of Morning No.1."

The insight was to make it easier for the listeners to interact with her and have their opinions heard by a larger audience.

He also says that the campaign is not simply a number to call in case one wants to lodge a complaint. "It is about empowering listeners and giving them multiple platforms (dedicated phone number, Twitter and Facebook) to have their voices and opinions heard. This is an open forum, wherein we are airing listener generated content. It can be something fun like a movie, updates from college campuses or something serious like the selling of surgical masks at prices above the MRP."

Callers can actually talk to Malishka directly at certain hours during the day. When Malishka is unable to take a call, an IVRS sets in and listeners can leave a recorded message for her. Each message/call that is recorded is heard and selected calls are aired throughout the day.

Singh informs that the tie up with Idea is in line with the philosophies of both the brands to empower ordinary citizens.

Malishka's listeners cut across demographic segments and this is a mass campaign that is aimed at every Mumbaikar. Thus, the extensive use of ambient and OOH media has been made in the form of hoardings, bus seat backs, in-train branding, billboards at train stations, Gold Cab branding and campaign flyers at youth hangouts such as Barista in Mumbai.

A digital campaign on Facebook and Twitter has also been launched, wherein citizens can leave messages for Malishka.

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