Campaign created by O&M

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....

On the thought process behind the campaign, Shetty says, RJ Rishi Kapoor is meant to help people unwind with his thoughts and playlists,  while we were meant to let people know just that. Which is what we did -- except with a somewhat weird illustration style that truly magnifies the plight of the average office-goer in Mumbai. Not in the real sense,  but sometimes our 'pains' do get out of hand -- a little larger than life,  but now,  Rishi Kapoor will help us all deal with that. I hope....

On working with Red FM as a brand, Joshi says, Red is quirky, temperamental,  brash, ironic and always truthful. This peculiar mix of interesting characteristics makes the brand very individualistic and differentiated - and therefore, unique and attractive. Understanding the nature of the beast and then speaking on its behalf, coherently, and successfully,  is a source of great joy. Coincidentally, the brand and I have many characteristics that are common. That makes work nothing but a long interesting chat with the public. Where I am mostly myself... 

RJ Rishi, by the way, is a trained dentist by education, but a radio jockey by passion. Before switching to Red FM, he was popular with the youngsters on Fever FM, and brings a sunny perspective on life on the show. He says, tongue firmly in cheek, I think my training as a dentist has equipped me for my role as a �tension reliever' -- after all, dentists are by far the most dreaded people, and an easy bedside manner comes in especially handy when you are giving someone a root canal!...

Narayanan adds, Rishi is not an agony aunt and he doesn't have all the answers or fatherly advice. Instead, Rishi is a friend who'll listen to you about your day, and laugh with you at the absurdities you might have encountered. He's the kind of guy whose attention you'd want at the end of the day. He'll brighten you up and make you smile. And that, precisely, is the point of Full Tension Release....

Asked about the show's performance since launch, Narayanan says, It is too early to comment since the show is just a few weeks old,  and I'd like to give it a few more weeks to establish itself. We have come up with this campaign to support the show so that it makes a stronger place for itself in people's minds....

To what extent and how soon that happens, we will have to wait and watch.