Red FM takes its 'Sania Bhabhi' campaign on-air

Red FM has started a campaign called, “Sania Bhabhi” to cash in on the ongoing India Premier League. The contest which is in its second edition “is primarily aimed at getting listeners to listen to the station longer, wherein they can win big prizes. As such, the off-air media is focused to touch-points, to generate incremental listenership,” says Rajat Uppal, GM, Marketing, RED FM. It is a pure Red FM initiative. We do not have any sponsors for this, he adds.

The campaign has been well appreciated last year by listeners and trade alike. This year’s campaign is a natural extension therefore.

According to the theme, Sania Bhabhi knows that all her dewars have earned big bucks, and will share that loot with the listeners. For one specified hour in each show on Red FM, she keeps declaring amounts she’s taken from cricketers. Listeners are encouraged to stay tuned through the hour to know how much money she has given away. Once listener has declared the correct total amount, he would walk away with that cash prize at the end of the hour. The prizes to that are given away are as much as Rs 1 lakh

According to Rajat Uppal, “the show, Sania Bhabhi is popular for the sheer uniqueness and entertainment quotient it has. It is more of an interstitial than a campaign though – a regular segment on the station during the cricketing season.”

Red FM is prompting the campaign through various mediums. It has placed posters in pan shops and other relevant outlets in high visibility areas. Besides slides and ambient media in PVR cinemas have been put up. Online promotion is done through Face book activation; and by creative and audio downloads from the Delhi page.