Red FM devised an innovative activity to commemorate cell phone manufacturer Nokia's 15th year in India. The radio station created a record of sorts by having the maximum number of live callers on a single day airing on Red FM's network of 47 stations across India.
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On July 30, all the 47 radio stations of Red FM celebrated Nokia Day for 17 hours. Red FM created a programming roadblock for Nokia, wherein all the links were dedicated to the mobile phone giant.
"We share the same brand attributes as that of Nokia - which is unique innovations and connecting with people. We were able to elicit spontaneous reactions from people because of the powerful brand Nokia is," says B Surendar, senior vice-president and national sales head, Red FM.
Red FM's popular tagline, Bajaate Raho, was changed for the day to Nokia's tagline, Connecting People. A radio blog was also created, through which listeners could post their wishes for Nokia. Listeners who participated in the activity were awarded Nokia merchandise.
More than 3,000 calls were aired on the radio station on the day; the actual number of calls received by the radio station was much higher. Currently, Nokia is running a campaign on Red FM promoting traffic to Nokia's website, nokiamoments.com, which urges consumers to register their moments.