MUMBAI: Red FM has tied up with Channel [V] to telecast for the first time its annual Bingo Bajate Raho Awards in association with Zandu Pancharishtha.

The various categories that include Bollywood, music, cricket, television, city special awards for Mumbai, Delhi and Kolkata and a special Indiatimes 58888 highest selling voice award are given for worst contribution in each categories. Indiatimes is the mobile partner.Red FM COO Abraham Thomas said, Radio as a medium is struggling to move from the passive to active and gradually progressing to being an interactive medium for its listeners. Red FM, being the leaders in the industry, is pushing the envelope further to make it an embedded brand in the minds of its listeners through these awards.

If there is a brand which can pull off something like Bajaate Raho Awards, then it has to be Red FM. These awards are the first of its kind in that they are an attempt by a radio station at providing entertainment that goes beyond the boundaries of traditional radio content, said Abraham.

A hilarious campaign, with the inimitable Kamla (of Kamla Ka Hamla fame) as the award mascot, has kicked off on air in Delhi, Mumbai and Kolkata.

The awards are backed by a 360-degree media campaign spanning over thee weeks. In addition to the conventional media such as hoardings, bus backs, print ads, various on-ground activities are also planned. The next few weeks will see Red FM jocks getting on the streets interacting with the people of Mumbai and getting their take on the various nominations.