Red FM has launched a campaign in Delhi to promote its radio series, Crime Ki Keh Ke Lenge, through the out of home route to get listeners connected and empathise with the protagonists. The series introduces listeners to real life heroes – ordinary people who had the courage to stand up against crime in the Capital.
The campaign creatives feature images of the protagonists to let listeners know about the people whose brave acts are featured in the programme. The messages on the creatives, such as 'Ek maa, Shalini ne kidnappers ki keh ke li', '11 saal ke Mehul ne choron ki keh ke li', and many more, describe the brave deeds of the protagonists.
More than 100 different media touch points are used for the campaign, including billboards, bus shelters, foot over bridges, street furniture and metro station signages.
The outdoor media is intended to reinforce connect with the audience. Hence, the media plan effectively covers the inner and outer ring roads, arterial roads, connectors to NCR regions and signages in important metro stations.
Nisha Narayanan, senior vice-president, programming and projects, Red FM, says, "Crime is a new genre for radio, the relevance of which is even more in our capital city. The campaign thought for our prime time show comes from an inherent responsibility to highlight what we think should be brought to the notice of our listeners. These heroes are also a part of our listening universe, and the deeds instil a sense of pride in their fellow citizens."
The main objective of the campaign is to highlight the increasing rate of crime in Delhi, along with the stories of those who fought it, to encourage everyone to fight against crime. The perspective of crime as content on radio is interesting and catches attention. The series and the campaign is specific to Delhi only as the radio station tries to localise the content as much as possible, wherein issues related to the city are reflected in the on-air programming.
The OOH campaign started on August 6 and will continue for 15 days.
The series will highlight 15 heroic stories of men and women who have braved crime in NCR. Radio jockeys Peeyuush and Swati will feature one such story of a commoner on their show every day on Red FM Delhi's breakfast show, Morning No. 1.