Topics: Radio, Frequency modulation, Radio broadcasting Pages: 4 (1238 words) Published: May 13, 2014
1. BRAND LAUNCH (RE-LAUNCH) – Wagon R turns Red FM Blue Red FM and Maruti Suzuki came together to re-launch Wagon R. The initiative saw Red FM turn blue for an entire day on April 23, 2010 to celebrate the brand new features of the Wagon R, such as its blue eye shaped headlights, taller body, etc. Everything from the station jingle and bumpers to the RJs’ sign off was modified to incorporate the Wagon R’s unique features and celebrate its arrival in style. Two days before the re-launch, a teaser campaign to search for the new “blue eyed boy in town” was kicked off on all 20 Red FM stations in Mumbai, Delhi, Kolkata, Bangalore, Chennai, Pune, Nagpur, Jaipur, Hyderabad, Ahmedabad, Cochin, Bhopal, Lucknow, Kanpur, Guwahati, Bhubaneswar, Vijaywada, Vizag, Coimbatore and Baroda. Red FM RJs led the hunt by enlisting the help of listeners in tracking down this elusive character by going out on the streets to look for “him” and share some clues about “his” identity. Listeners called in to share their ideas on the identity of this character, but the “blue eyed boy” remained untraceable as ever. On the day of the launch, actor and Wagon R’s brand ambassador Madhavan revealed the identity of the “blue eyed boy”. In a two-hour long simulcast, Madhavan answered questions about the new Wagon R, highlighting its improved features. The RJs then took the car out for a test drive and shared their first hand review of the car with the listeners. This campaign broke the clutter in a unique way by matching the brand personality with that of the Radio channel and altering the channels positioning to accommodate the brand’s requirements. Coupled with the on ground activation and using the brand ambassador so judiciously this was a truly innovative campaign. 2. TV CONCEPT ON RADIO – Close-up Antakshari with 92.7 Big FM The game of Antakshari lies in the heart of most Indian celebrations and gatherings. Close-up and 92.7 BIG FM decided to bring back Close-up Antakshari on radio and the...
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