MUMBAI: BIG FM, India’s No.1 and largest Radio Network went Rangeen, literally, for an entire day on 7th August, as part of its innovation for Nokia Asha 501’s Colorisin campaign. The campaign saw the re-christening of BIG FM to Rangeen FM, to promote the latest colorful features of the Nokia handsets. The radio road-block saw execution in multiple local languages across the robust 45 station network of BIG FM. Recently executed, the day long spike saw excellent traction amongst consumers, who interacted and engaged with the product on a more personal level through the effective mode of radio.
With a clear brief from Nokia seeking out-of-the-box and distinctive innovations for its latest campaign, the team got thinking on how they could offer maximum value to the brand, ensuring high engagement with audiences while keeping with the quality of the programming. The in-house brand solutions team hit upon the idea of hosting a radio road block, where the entire radio station would be re-branded, including the music stationality, the programming elements, contests and jock talk.
Ensuring high audience engagement and gratification, the station wove in excellent programming pegs and contests around the Nokia Asha 501 and its USP’s, allowing listeners an opportunity to win the latest editions of the color phones. With a two day teaser and build up to the campaign break, curious listeners connected with the brand on a more one on one basis.
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As part of the campaign, innovations from Nokia, beyond Radio included filling colors in boring black and white public signages with the aim of adding a dash of color to our surroundings. From coloring a Zebra crossing in Mumbai to giving public transport systems of trams in Kolkata, double decker buses and local trains in Mumbai, a colorful makeover in the Asha 501 colors.
BIG FM Business Head Ashwin Padmanabhan said, “The campaign has been extremely well received and has made for conversation currency. Client centricity, while keeping the listener requirements at the top, has been our focus right from the beginning and the campaign for Nokia Asha 501 highlights that once again. We are glad to have partners like Nokia who understand the power of radio and are willing to do things differently. Our team has once again showcased their solutions strength and we remain committed to delivering unique entertainment experiences to both marketers and listeners.”
“Nokia Asha 501 has reinvented the affordable smartphone category with its unique color and design language and started a color revolution in India. Through our association with BIG FM, Nokia aims to engage with consumers across 45 cities and infuse color in their everyday lives with exciting activities for the listeners. We are delighted to see this campaign manifest at various levels and get bigger and better with every initiative”, said Viral Oza, Director Marketing -Nokia India.
