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DTH News : Red FM’s 4-wk OOH push for Full Tension Release from 30 Nov
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Mumbai: Red FM Mumbai is set to launch an OOH and social media campaign to promote its new late night show Full Tension Release, which was launched on 20th October and, hosted by RJ Rishi Kapoor, airs Mondays to Fridays from 9 pm to midnight. The outdoor campaign goes up in Mumbai on Tuesday, the 30th of November, for two weeks on hoardings and a month on ambient media.

Red FM has bought the OOH media directly for the campaign created by Ogilvy & Mather. The mainstay of the OOH campaign are three creatives that play up the need and promise of Full Tension Release.

The campaign created by O&M will combine different elements to reach out to listeners from all walks of life. In the outdoors it will chiefly employ hoardings, bus backs, panels, in-mall branding and auto rickshaw branding. Trade will be reached through DMs in the form of portable massagers that can be plugged into laptops, and through email shots. On Social media, it will concentrate upon Facebook and Twitter. On-air, it will employ interactive segments and contests to build TSL. Contest winners will win massagers.

Obviously, the campaign creatively iterates and sells the main idea of the show. Which, says Nisha Narayanan, Sr. VP Projects & Programming – RED FM, is “a late-night stress buster that helps listeners unwind after a hard day’s work or stress. Other radio stations treat the late night slot as a soporific, with love gurus and agony aunts, lulling music from the years gone by, and philosophical talk clogging the airwaves,” she says, adding, “Full Tension Release, on the other hand, plays refreshing super hit music from the last two decades. The jock talk is entertaining and interactive, full of relaxing games and fun segments like Song of the day, Tension Meter, and Ajab Rishi ka Gazab Khel for entertaining interactivity.”

The show targets the age group of 20-35 across all SECs.

Manoj Shetty – Senior Creative Director – Ogilvy & Mather, and his team worked to create a campaign that would position the show as a ‘tension releaser’ and strengthen the its association with the keywords and phrases: relaxation, enjoyment, and light hearted entertainment.

The three creatives are short, simple messages that ask the questions: (a) Din Bhar Boss De Tension? (2) Poora Din Saas De Tension? and (3) Poora Din Biwi De Tension? And answers them with: “Raat 9 baje full tension release – with RJ Rishi Kapoor.”

Full Story: Indian DTH Blog

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