RED FM tunes into outdoor to promote’Raunac Ki Dilli – 10 Lakh Tere Haath’

93.5 Red FM rolled out an outdoor campaign to support their radio initiative’Raunac Ki Dilli – 10 Lakh Tere Haath’. In this initiative, RED FM’s RJ Raunac is asked by an unknown listener of RED FM to find out the right person to whom Rs 10 lakh can be handed over. The mysterious caller wanted Red FM to give this sum to a person who needs it the most and the money will change his/her life.  The OOH campaign was launched to supplement the on-air reach that the radio airwaves offer. Outdoor being a medium which has high OTS & visibility besides radio, it was a main medium to reach out to the audience. The campaign was executed for a period of three weeks.

The communication strategy was to reach out to the audience who were in need of money and the creative put up were high on emotional quotient. The campaign’s creative featured the people in need including auto-drivers, working children and many others. The brand opted for images of common people to establish a deep connect with the target audience, urging them to come out and put their stories across.

The three-week campaign was executed at key intersections on the arterial roads, connecting roads of NCR towns & key markets in Delhi NCR besides media on metro stations/trains. Although most of the media rolled out was large format, at corporate office hubs digital pods were deployed.

Commenting on the campaign, Rajat Uppal, National Marketing Head, RED FM, said, “To supplement the on-air initiative, OOH has always been a preferred medium for us. For the campaign, we wanted a high impact medium, hence we deployed OOH. While the medium worked well, more working transparency from the players in OOH industry along with some measurement metrics to evaluate the effectiveness of the campaign will help marketers immensely. For the campaign we had to send our internal teams frequently for a recce to ensure that all sites are up for the entire duration of the campaign. Taking measures such as this to monitor is something most of the marketers would not want to do, if there is more transparency in the industry.