Red FM seeks greater connect with listeners through mobile and social media

As part of the fourth anniversary celebrations of its breakfast show, ‘Morning No. 1’, Red FM has launched the ‘Malishka ko bataun kya?’ campaign to provide listeners with a platform to express themselves. The concept is said to have taken shape after building Red FM as a ‘station for expression’ for the masses over the course of four years. The FM station has used print media and out of home extensively to spread the awareness of the campaign. Part of its OOH awareness included BEST bus seat backs, BEST bus AVs, malls, multiplexes and station boards.

Red FM’s ‘Malishka ko bataun kya?’ can also be seen as an attempt to extend its listenership reach and to create loyal listeners for the FM station through digital media- mobile phone and social media, such as Facebook and Twitter.

In an email interaction with exchange4media, Anuj Singh, National Marketing Head and Station Head (Mumbai), Red FM, said, “The purpose of the campaign is to build awareness amongst the audiences about this opportunity to connect directly with RJ Malishka. Malishka’s personal mobile number and Facebook and Twitter profiles will be accessible to listeners and will enable listeners from all over Mumbai to connect with her.”

“Going forward, ‘Morning No. 1’ will be all about increased listener connect and empowerment. We are offering listeners a direct connection with RJ Malishka. In the next few months, Malishka plans to reach out to millions through various social media such as Facebook, Twitter, and will invite listeners to ‘bajaao’ any issue of their choice. The ‘Malishka ko bataun kya?’ campaign is an attempt to open more and more doors for the listeners to contact and interact with Malishka beyond the limited time she is on air,” he added.

Listeners can contact the RJ by calling her on her ‘personal’ (Idea) number, wherein they can leave their messages - be it writing a movie review, complaining about potholes on the Eastern Express Highway, or simply saying ‘good morning’. This apart, listeners can also connect with the RJ by logging on to Twitter and Facebook and share their stories, opinions and so on.