MUMBAI: What an Idea! To coincide with the launch of its cellular phone service in Mumbai last week, Idea Cellular entered into a strategic alliance with Red 93.5 FM and bought all of its FCT (free commercial time) on 22 August.
Idea Cellular tried to achieve what is called a â€?roadblock’ in the advertising world and bought the entire FCT for the day. Hence, only Idea Cellular ads were aired on Friday, 22 August and it was billed as â€?Yellow Day’ by the station. Besides, the day was dominated with RJ mentions for Idea Cellular. However, no changes were made in the programming or advertising patterns.
Commenting on the move, Red FM national marketing chief and station head Mumbai Anuj Singh said, It was a sales tie-up along with content integration for the client. There was an increased listener interactivity by way of on-ground activity through jock presence and interaction with the public….
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Other clients who had bought advertising slots for the day were informed in advance of the activity, and we rescheduled the ads for the next day,… said Singh. We are definitely open to options, but it would depend on the client and the scale of the activity. One fact remains, this isn’t a regular activity for any client, an integration like this is only for a chosen for,… he added on plans for the future.
Earlier this year, Red FM turned into ‘Blue FM’ on April 20 to coincide with the first Indian Premier League (IPL) match that was played by the Mumbai Indians team.
