<font color="#CC0033">Emvies 2008:</font> The smart fish among the sharks

Red FM’s perspective on how to stay in the consumer’s mind every moment

Red FM has always entertained the masses. Not just with its entertainment programmes, but also with its mass media campaigns. That’s how, said Anuj Singh, national marketing and station head, Mumbai, Red FM has distinguished itself from the other radio channels.

Red FM is perceived as a stimulating and fun brand targeting the 18-35 years’ age group, SEC A, B and C. The brand evolved from being just a passive brand to an interactive one. The need was to become omnipresent and get the listener involved in the brand. The focus was to reinforce the radio station’s ‘Bajaate Raho’ tagline.

This was to be done in an environment where there was no differentiation between radio stations, where existing stations kept changing brand positioning and making new launches, and where the media was fragmented and the audience elusive. The right media strategy was key to the plan.

Red FM observed that the average Mumbaikar spent half of his time out of home. Almost 23 per cent of radio listening happens out of home. On mapping the target audience’s behaviour and lifestyle, it was found that the average Mumbaikar spent more time commuting, working and shopping than doing household chores.

So, the radio station decided to devise an “anytime anywhere connect” strategy that leveraged all the touchpoints in a way that was not annoying to the consumer, but personalised, believable and intriguing.

The radio station decided to take the ambient medium by storm. Red FM branded canteens of colleges, coffee shops, elevators, dhabas, cabs, bus handles, trial rooms in retail outlets, urinals, train window transfers, society name boards and the Red Lounges in the Cinemax chain of multiplexes with a communication suited to the medium. The campaign revolved around the banal grievances and experiences of a layman while out of home or commuting. For instance, the ad on a window transfer of a train read, “Ab faltu mein ringtone bajanewaale ki bajegi”.

The radio station claims to be the number one in Mumbai. In the past, Red FM has won three Emvies, five AAAI awards, one Abby and one OAC for its branding activities. It hopes to sweep another Emvie this year.

For the record, the Emvies are given out in six categories after a two stage judging process by a panel of industry experts. Gold and silver awards are given in each category. The categories are Best Media Strategy, Best Media Innovation, Best Media Research, Best Integrated Campaign, Media Agency of the Year and the Grand Emvie. In addition, there are two special award categories – the TAM Award for the Best TV Research and the People’s Choice Award for the Best Case Study Presentation. The Emvies are awarded to both planners and implementers.

Every year, Ad Club Mumbai organises an event in which shortlisted entries are presented before the audience. This year, there are 53 shortlisted entries across categories. The Emvies will be given out on July 28 at The Grand Hyatt in Santacruz, Mumbai.

The presenting sponsor for Emvies 2008 is NDTV Media, while the associate sponsors are SaharaOne, Just TV Punjabi, Mi Marathi and Microsoft Advertising.