Radio tuning: from audio to experiential…


Marilyn Monroe once said’ “It’s not that I had nothing on, I had the radio on” Radio, the most intimate and socially experiential intermediate around the globe. Being an audio rostrum, radio has the clout to engage audiences. With a podium to reach masses, it has a lead over other sectors, cherishing direct audience association. Turning listeners to spectators, radio today is the base for initiating a number of on ground experiential activities.

A recent initiative called “Bollywood to Border” by Oye! 104.8FM was carried out in which personalized written notes and messages from celebrities like Amitabh Bachchan, John Abraham, Salman Khan, Mahesh Bhatt, Kareena Kapoor and Sonakshi Sinha were read out as a tribute to BSF soldiers. Also an OOH experiential ground event was organized at Wagha border with music performances by Kailash Kher and. Ankit Tiwari. Number of visitors thronged to witness the famous Beating Retreat ceremony at the border. Engaging the crowd, RJ Piyush from Delhi, RJ Nitin Kakkar from Mumbai and RJ Heer from Amritsar were seen. Heightening the excitement, there was a momentary pause for letting the iconic 'Sada-e-Sarhad' bus crossing, from India to Pakistan. Messages from BSF soldiers were also recorded for Bollywood celebrities as well Indian citizens. Performances, poetry and music all were part of the activity aiming at the brave spirit of our nation’s protector.

‘Thappa Season3”, a fun experiential activity by Red FM, where listeners from across 23 cities will endorse their much loved ‘Best of the Best’ street food destinations in 6 categories, followed by a 2-day food festivity in each city. Minal Sharma, National Sales Head Red FM said:

As a media company, our services go far beyond radio. Our initiatives have also shaped up now and we are able to present to our clients complete advertising solutions. Our advertisers understand the value proposition we offer and come to us because of a differentiated brand, a proven track record, the strength of our network and our ability to provide customized communications solutions.

“College Ke Tashanbaaz” was another enterprise where a talent hunt was conducted across 15 cities counting Lucknow, Pune, Bhopal, Ahembabad, Nashik, Siliguri, Nagpur, Baroda, Jaipur, Guwhati, Varanasi, Rajkot, Jamshedpur and Bhubneshwar. RED FM's radio jockeys across different colleges judged participants, picking winner from every participating college. A grand finale was held at malls where the chosen participants competed against each other. The participants were commended with gift vouchers and hampers presented by Layer'r Perfume Deo,

Radio Mirchi 98.3 FM organized the Treadmillion Challenge and Get Active Expo in association with ShowWorkEventz, in order to build a connection with its audiences. It positioned a Mirchi music taxi to engage 30,000 participants that included corporate heads like Anil Ambani, athletes and Bollywood biggies like Bipasha Basu, Rahul Bose and Mahima Chaudhary. A live music taxi was set up by RJs, various performances like Oorja Dance Troop and DJ with percussionist set brought in enthusiasm and vigor amongst the crowd. This OOH experiential activity was positioned to grab the attention of masses and build customer connect. People were encouraged to run on treadmills. With each kilometer covered, a sum of five rupees will be donated for the well-being of visually impaired kids of Saksham School. The activities were conducted at an expo including various competitions and numerous Zumba, health and strength, running and living, and Karaoke sessions.

Exploring the experiential parameter is another radio station, Radio City 91.1FM in alliance with Roche; healthcare services provider - who triggered a Walkathon and a Zumba session focusing on health issues. Conducted at Joggers Park, Mumbai, knowledge sessions about kidneys and other healthcare issues were given by notable doctors. A ceremonious platform with personal interactions engaged the crowd. A special graffiti wall was created along with a four-hour live studio shift with RJ Rohit Veer who updated listeners about this experiential event.

Another campaign called “Taka Tak Mumbai” was initiated against the unjust services by the rickshaw drivers of Mumbai. Flagged by singer Neeti Mohan and other RJ’s from Radio City, RJ Rohit Veer bicycled along 30 km route from Thane to Bandra, in a symbolic protest called ‘Cyclathon'. A week-long activation was carried where listeners called in to narrate their experiences. On the way Rohit interacted with people and gave updates and heard their queries. Along with encouraging listeners to motivate Rohit, a Live band performance was set up in the studio to keep him geared up. With the broadening space and reach of experiential, many initiatives are being taken and exploited to the fullest. The experience is what the brands want to instill in the audiences, leaving them with a visual memory to recall.

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