MUMBAI: Red FM and Maruti Suzuki came together to relaunch the new Wagon R on an innovative note. Red FM turned Blue for an entire day to celebrate the new features of the car on 23 April.
Everything from the station jingle and bumpers to the RJ’s sign off was modified to incorporate the vehicles features and celebrate its arrival
Two days before the relaunch a teaser campaign to search for the new blue eyed boy in town… was kicked off on all 20 Red FM stations. Red FM RJs led the hunt by enlisting the help of listeners in tracking down the character by going out on the streets to look for him… and share some clues about his… identity
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On the day of the launch, film actor Madhavan who is also the brand ambassador for the vehicle, revealed the identity of the blue eyed boy…. The RJ’s also reviewed the car after a test drive
Commenting on the campaign, Red FM senior VP & national sales head B.Surendar said, Red FM’s Creative Solutions Cell is dedicated to providing brands with holistic promotional ideas that are unconventional and truly attention grabbing. This campaign to relaunch Wagon R in 20 key markets across the country fully capitalized on the strength of Red FM’s vast network. The innovative, fun manner in which the new Wagon R was introduced ensured that listeners sat up and took notice….
Commenting on the innovation, Lintas Media Group senior vice president V.S. Mani said, For the launch of the â€?All New Wagon R’, the challenge was to infuse newness into something you have always known. So the switch of Red FM to â€?Blue FM’ created a disruption from what you are always used to hearing and this was used to communicate about the â€?All New Wagon R’ and thereby establishing the brand message. Kudos to my team and Red FM for doing a great job….
