MUMBAI: Red FM, Mumbai’s popular radio station, is carving a niche of its own as a station for expression with its latest campaign â€?Malishka Ka Jasoos’ which calls for Mumbaikars to become the eyes and ears of Malishka and report things that deserve to be given a bigger platform. As an innovative extension to the campaign, Red FM has exclusively tied-up with Mumbai’s lifeline – BEST busses to reveal day-to-day crimes on buses and make people more aware about noticing and reporting such incidents. Red FM has branded the BEST bus CCTV surveillance cameras with â€?Malishka ka Jasoos’ stickers, implying that â€?Malishka ke Jasoos har jagah hai…BEST bus main bhi’.
For the very first time, confidential BEST CCTV footage is being shared through a mass communication medium by Red FM. The CCTV footage capturing crimes of all sorts being committed on the busses are aired on the BEST TV screens thus building awareness amongst commuters and warning thieves and anti social elements against such crimes. This has led to an increase in the commuters’ awareness and has helped generate an active and positive response from the public against crimes ranging from petty thefts to harassment.
Supporting the campaign is BEST and its advertising partner ESPL through avenues like branding on BEST bus CCTV cameras, BEST TV screens, BEST Bus seat backs and BEST AC bus wraps.
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RJ Malishka the face and voice of the campaign says, With our tie up with BEST TV we want to make the commuters aware of the ongoing crimes in buses and help them prevent it. It is an extension of our super-successful â€?Malishka ka Jasoos’ campaign where innumerable listener generated inputs were given a voice and bajaaoed on air!…
Punit Gupta, Chief Executive Officer, BEST TV, says, “We have videos of thefts taking place in the buses and we share these with the police regularly. With these, they are able to solve two-three cases every week. So, along with Red FM, we ideated this campaign in buses using the CCTV cams, bus backs and screens. The station created a video out of the footage given to them. The campaign is currently running across 1,500 buses.”
The success of last year’s â€?Malishka ko Bataun Kya’ led to the conception and execution of the â€?Malishka ka Jasoos’ campaign, which gave the mumbaikars a platform to voice their views, opinions, dilemmas, grievances as well as light-hearted gossip which were picked up by Red FM and reported on air. A direct mobile number was provided for listeners to speak to Malishka and report their Jasoosi stories. The campaign was supported by 360 degree promotional and marketing initiatives with on ground activities commencing across major city malls and youth hangouts.
