Red FM's new show, 'Full Tension Release' aims to ease tensions in the island city

By Surina Sayal , afaqs!, Mumbai | In OOH News | December 03, 2010
Red FM launches an outdoor campaign to promote its late night show, 'Full Tension Release' as an assured stress buster.

Had an exhausting day at work? Too stressed out and don't know how to relax? Red FM's new show in the Mumbai circle, 'Full Tension Release' aims to tackle this. The show promises to help listeners unwind after a hard day's work. To promote the show, an extensive outdoor campaign has been deployed in the city.

The show will be hosted by RJ Rishi Kapoor, a practising dentist by day. Full Tension Release deviates from the typical retro music or love advice being aired during night shows on other radio stations. Instead, it airs refreshing songs from the last two decades. The show has interactive and entertaining segments, such as Song of the Day, Tension Meter, and Ajab Rishi ka Gazab Khel.

The campaign for the show utilises extensive on-air and some online (Facebook and Twitter) promotion. Besides, outdoor and ambient media has been deployed, including bus back panels and hoardings, along with branding on auto rickshaws, in malls and in popular hangouts.

The creative, done by Ogilvy India, shows morbid-looking dark grey and black illustrations of a boss treating his employee like a puppet and a mother-in-law doing the same to her daughter-in law. The copy reads, "Din bhar boss de tension?" and "Poora din saas de tension? Raat 9 baje suniye Full Tension Release."

Approximately 400 buses and 500 auto rickshaws across Mumbai have been plastered with the campaign. The show is also being promoted at 20 Barista outlets in the city.

Obviously, since the show is aired only in Mumbai, leveraging outdoor media made sense for the channel. Nisha Narayanan, senior vice-president, projects and programming, Red FM says, "The show's primary TG is listeners in the age group of 20-34 years, who are more likely to lead stressful lives. The use of these media enables us to reach out to our TG and increase chances of them sampling the show."

For the trade, the channel has used e-mailers and innovative direct mailers in the form of portable massagers. These massagers act as stress busters, and therefore, tie in with the idea of the show.

The campaign kicked off on the December 02 and will run for about three weeks.

Narayanan adds that the show is conceptualised in a manner that listeners who tune in will be put at ease. The music is melodious and fresh, the show segments are entertaining and the overall feel of the show is light-hearted and breezy.

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