Play­ing on OOH: Red FM live!

The cit­i­zens of Kolkata wit­nessed an un­prece­dented ac­ti­va­tion to mark the ten year cel­e­bra­tions of 93.5 Red FM WKURXJK Dn Ln­nRvDWLvH RXWGRRU FDPSDLJn GRnH IRU WKH fiUVW WLPH Ln ,nGLD.

Outdoor Asia - - Front Page - Nabamita Chat­ter­jee Cont from page 1

The cit­i­zens of Kolkata wit­nessed an un­prece­dented ac­ti­va­tion to mark the ten year cel­e­bra­tions of 93.5 Red FM through an in­no­va­tive out­door cam­paign done for the first time in In­dia.

Cel­e­brat­ing their 10th an­niver­sary, pop­u­lar ra­dio sta­tion 93.5 Red FM Kolkata, launched a unique out-of-home ac­tiv­ity by con­duct­ing a se­ries of live ra­dio shows from a stu­dio in-built on a hoard­ing ex­e­cuted by Ad­hun­nik Mer­can­tile Pvt. Ltd.(AMPL). As part of this ac­tiv­ity, Red FM’s evening prime-time show U-Turn went live On- Air from the hoard­ing for ten con­sec­u­tive days from 5 pm to 9 pm. Prom­i­nent celebri­ties of Kolkata joined RJ Praveen of U-Turn along with other RJ’s for the ten hoard­ing stu­dio shows un­der WKH flDJVKLS EDQQHU of Red Live, the live events prop­erty of Red FM. The en­tire ac­tiv­ity has be­come the talk of the town as it is be­ing pro­moted through an ex­ten­sive me­dia plan cov­er­ing TV, print and dig­i­tal be­sides OOH. The lis­ten­er­ship of 93.5 Red FM has in­creased sub­stan­tially for this in­no­va­tive con­cept of Hoard­ing – Stu­dio which says, ‘Ab Suno Mat, Dekho Bhi’. 1LVKD 1DUDyDQDQ, &KLHI 2SHUDWLQJ 2IfiFHU, 5HG )0, VDLG, “93.5 5(D )0 LV WKH fiUVW UDGLR VWDWLRQ LQ Whe coun­try to cre­ate such an in­no­va­tion. We al­ways strive to con­nect with our lis­ten­ers and en­ter­tain them, wher­ever they are. To com­plete ten years in a city that boasts of such rich her­itage and cul­ture is a joy­ous oc­ca­sion in­deed. The live per­for­mance by Shal­mali Khol­gade last Sun­day was a su­per­hit in Kolkata, and con­cluded our se­ries of ten con­certs. Now Red FM is all geared up for th­ese live shows from the hoard­ing stu­dio.”

Tun­ing into OOH

The ob­jec­tive of Red FM was to cre­ate some­thing ex­cep­tional in terms of on-air and thus they con­ceived this idea jointly with AMPL of cre­at­ing the live stu­dio on a bill­board. The 20x10 back­lit live hoard­ing on Ca­mac

Street, a pre­mium lo­ca­tion of the city, has at­tracted a num­ber of eye­balls. The depth of the hoard­ing is 8ft. which gives the look and feel of a real stu­dio cu­bi­cle from out­side. As the ob­jec­tive was to have reg­u­lar broad­cast­ing from this busy street, air-sealed glasses have been used for the stu­dio hav­ing air-conditioning in­side. “RED FM is a very go-get­ting sta­tion with the ‘Ba­jaate Raho’ at­ti­tude and whether be it au­dio or vis­ual we want peo­ple to ex­pe­ri­ence en­ter­tain­ment and the wow fac­tor. Thus as an ex­am­ple, we have cre­ated this unique and in­no­va­tive live stu­dio on hoard­ing from where they are not only lis­ten­ing but also vis­ually ex­pe­ri­enc­ing it. As a part of our ten year cel­e­bra­tions we did ten con­certs in dif­fer­ent parts of the city and then we launched this unique out-of-home cam­paign where a stu­dio was be­ing cre­ated on the hoard­ing. Be­ing LQLWLDWHG IRU WKH fiUVW time in the coun­try to­day through OOH again, Kolkata is high­lighted on the map of the na­tion. A com­plete stu­dio built on to a hoard­ing, on our tenth an­niver­sary for ten days at a stretch with ten live shows is the USP of this pro­ject. This idea was at the back our mind and we se­lected out-of-home with the aim to cre­ate a dif­fer­en­ti­a­tion in terms of vis­i­bil­ity and com­mu­ni­ca­tion,” says Jimmy Tan­gree, Sta­tion Head, Red FM He adds talk­ing about lever­ag­ing the OOH medium, “We se­lected out­door me­dia & hoard­ing in­ten­tion­ally be­cause the scope of vi­su­al­i­sa­tion was there and as this con­cept was there with us for quite some time, we turned our dream into a re­al­ity.”

No cake walk

The unique cam­paign ob­vi­ously came with a lot of chal­lenges. “Con­struct­ing it solidly by en­sur­ing all the safety norms per­haps has been a great chal­lenge and an in­valu­able ex­pe­ri­ence both for us and AMPL,” shares Jimmy Tan­gree. Says Nimesh Shah, Di­rec­tor of Ad­hun­nik Mer­can­tile Pvt. Ltd. (AMPL), “The 10th year an­niver­sary cel­e­bra­tions of Red FM had to be unique with a high re­call. Get­ting a Live Stu­dio as a part of the hoard­ing was a great idea; but a chal­leng­ing one. Till now con­cepts were im­ple­mented as in­no­va­tions out­side or on the bill­board but get­ting the op­er­a­tions LIVE from within a bill­board was the USP which we wanted to har­ness. Chal­lenges like se­lect­ing the per­fect site and lo­ca­tion which could match the TG and the re­quired set-up, get­ting the Stu­dio noise-free from the busy Ca­mac Street traf­fic, re­struc­tur­ing the hoard­ing to suit and sus­tain the weight of the Stu­dio etc. were solved with de­tail­ing with brain­storm­ing ses­sions with Team Red FM. It took ex­ten­sive 3 days & nights to make this con­cept LIVE on the Ca­mac Street back­lit hoard­ing. The LIVE Hoard­ing-Stu­dio was un­veiled on 10th May by Mr. De­ba­sis Kumar, MMIC- Ad­ver­tise­ment (The Mem­ber, Mayor in Coun­cil) Kolkata Mu­nic­i­pal Cor­po­ra­tion, KMC and the renowned ac­tor Ms Tanushree Chakraborty. We are very thank­ful to Mr. De­ba­sis Kumar and the Kolkata Po­lice for their un­stinted co-op­er­a­tion and sup­port.”


“We have got tremen­dous re­sponse from dif­fer­ent peo­ple rep­re­sent­ing dif­fer­ent fields and we saw peo­ple tak­ing im­ages of it while pass­ing by. The feed­back has been very pos­i­tive and peo­ple are talk­ing about it. One-to-one com­mu­ni­ca­tion with Kolkata be­came amaz­ing and went to a dif­fer­ent level with this ini­tia­tive as au­dio broad­cast­ing got vis­i­ble to the pub­lic eye. In our hoard­ing stu­dio shows we got live par­tic­i­pa­tion of dif­fer­ent celebri­ties, com­mon man, kids, fam­i­lies pass­ing by, which re­veals that this on­ground ac­ti­va­tion has reached our tar­get group,” says Jimmy Tan­gree. Bu the fi­nal word comes from the au­thor­ity side in the words of De­ba­sis Kumar, MMIC- Ad­ver­tise­ment (The Mem­ber, Mayor in Coun­cil) Kolkata Mu­nic­i­pal Cor­po­ra­tion, KMC, “Live stu­dio hoard­ing is re­ally a new con­cept which not only Kolkata but the whole coun­try has ex­pe­ri­enced for the first time and is a great in­no­va­tion in terms of hoard­ing as a me­dia.”

Nisha Narayanan COO, Red FM

De­ba­sis Kumar MMIC - Ad­ver­tise­ment (The Mem­ber, Mayor in Coun­cil) Kolkata Mu­nic­i­pal

Nimesh Shah Di­rec­tor Ad­hun­nik Mer­can­tile Pvt. Ltd. (AMPL)

Jimmy Tan­gree Sta­tion Head, Red FM

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