Red FM has launched a series of campaigns, called Malishka Ka Jasoos, in Mumbai. This is a take-off from its earlier campaign, Malishka Ko Bataun Kya, which was launched in 2009.
The new campaign urges listeners to don the role of undercover agents for the popular radio jockey, Malishka. The campaign invites listeners in Mumbai to share gossip, inside information and report issues that they would like to be deliberated on air. An exclusive mobile number, 9702000935, has been provided to connect listeners to the RJ (radio jockey). These messages are then featured on the station's breakfast show. Besides, every week, the radio station will give away a 'Best Jasoos' award.
The primary mode of participation of listeners is through call-ins, both recorded and directly received by the RJ. Listeners can also leave messages on the radio station's Facebook and Twitter pages and on the various on-ground touch points created for the campaign.
The campaign will be supported by a 360 degree communication across outdoor, print, online, on-air and various on-ground promotions. The on-ground activities are being carried out at major malls in the city, Barista outlets and even in offices. 'Jasoosi booths' will be set up at certain locations in town and listeners can record their scoops at these booths.
Scavenger hunts will be organised at malls to increase interactivity with listeners. People dressed up as Jasoos Karamchand and his assistant, Kitty, will go around the malls with magnifying glasses. The campaign is being relayed across hoardings, bus shelters, bus seat backs, auto rickshaws and train transfers.