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.
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