Red FM changes tagline for Nokia

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | August 03, 2010
Red FM engaged in a media innovation for Nokia, for which the radio station changed its tagline to Connecting People

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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A countdown promo for five days culminated in the activity which took place on July 30. The promo encouraged listeners to share their Nokia moments on Red FM on the day.

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.

The radio station urged listeners to call and share their favourite Nokia moment with the radio jockeys. Besides, radio jockeys from across cities called each other on-air to share their personal Nokia moments, in sync with the phone company's tagline, 'Connecting People'. OB jockeys went over to various cities to get people to share their Nokia moments, which were also aired.

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,, which urges consumers to register their moments.

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