93.5 RED FM, one of the largest and most awarded private radio FM networks in the country, in association with Nippon Paint, went out across the cities in its Karnataka network, to say ‘Yeh Diwali Green Vaahan Wali’ (this Diwali is a Green-Vehicle Diwali) and ‘Ee Deepavali Mathstu Hasiragali’.
The Red Superhit Mela campaign was rolled out across the Red FM stations network in Karnataka — Bangalore, Mysore, Mangalore, Gulburga and Hubli-Dharwad – across more than 15 days with engaging on-air, on-ground and digital segments. Red FM listeners across the footprint were given clues on air to locate the RJ and the Nippon Paint mascot Blobby in various parts of the city. Upon spotting them, the lucky listeners received gifts, and the first listener to approach the Red FM RJ and Blobby also received the opportunity to win an electric bike during the grand finale Lucky Draw.
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The Green Diwali campaign culminated at various malls in the cities. The grand finales were attended by celebrities, and the Red FM RJs hosted the lucky draw.
The grand prize was an Electric Bike by La-V, which five lucky winners from across the state won. The second and third prizes were high-value gift vouchers from Peps.
With the festive fervour picking up this season, RED FM sought to delight its listeners in Karnataka with meaningful gratification and also send out the important message of going green this Diwali while remembering to exercise caution in Diwali celebrations with loved ones. In the process, offering great value to listeners and other stakeholders alike, because extending the airwaves connect to a treasure-hunt of sorts on the ground with individuals and groups of family and friends participating, made this a truly seamless integration.
B Surendar, COO and Director, RED FM Network, said, “In tune with Red FM’s brand objective of entertainment with a purpose, our Diwali initiative this year ‘Yeh Diwali Green Vaahan Wali’ engaged and entertained listeners with an interactive game show, and simultaneously sought to create awareness about the need to use electric vehicles and reduce the damage being caused to our environment by greenhouse gas emissions.
“The highlight of this activity, organised in association with Nippon Paints, was its seamless integration through Radio, Digital and BTL platforms, other than of course delighting our listeners in Karnataka by giving away Electric Bikes as special prizes,” Surendar said.
