MUMBAI: After testing waters in Mumbai with its Red Mike campaign, Red FM has taken the initiative to Kolkata, inaugurated on-air by popular Tollywood actor Parambrata on 9 June. The campaign communicates the two-fold meaning - Bajaao Music and Bajaao Issues.

Red FM COO Abraham Thomas says, "The Red Mike empowers listeners to decide what they want to hear on the station. It is the first attempt by a radio station towards creating listener generated content, through true interactivity which actually goes beyond SMS and telephones.and results in the brand being embedded in the listeners minds."Commenting on the initiative, Red FM Kolkata station head Jimmy Tangree says, "Bajaate Raho! - Stands for super hit music and raising relevant issues that affect people on a daily basis. Staying true to the local flavor of the city, Red FM has emerged as the 'Station for Expression' constantly Bajaaoing issues that effect the common man. With the launch of 'Red Mike'we extend the same attitude by placing the power to bajaao in the listener's hands."

Various on-ground activities will be rolled out for the contest. There will be live shows thrice a week from paras, markets and housing complexes across Kolkata, the Red Mike Express (tableau), which will travel everyday through various localities across Kolkata taking song requests and giving people a chance to 'bajaao issues' and the Red Mike Booths in malls where people can record there requests and win instant prizes. The Red Mike Express was inaugurated by leading Tollywood actress Arunima Ghosh along with Kolkata's station head Tangre on 11 June , at CIT More.

The Red Mike will also give listeners a chance to win gold coins and other exciting prizes, every hour, by answering simple questions, bajaaoing issues or by simply requesting songs on the Red Mike. Listeners will be eligible for the coveted title of a Red Mike Jockey by simply coming forward to express themselves on the radio station.