REDTRO 106.4 makes a retro style entry through outdoor

  Red FM 93.5 recently launched a massive outdoor campaign in Mumbai in order to establish their unique identity for their new brand 106.4 FM REDTRO, a retro music station. Executed by IKON, the campaign’s objective was to highlight ‘The most unconventional way of retro imaginable!’ and that they are the first radio brand in Mumbai to celebrate everything cool about retro. They wanted the brand’s launch to be what they stand for – Energetic. Fun. Irreverent. Edgy.

As Red FM has been dabbling with the idea of a retro music station for quite some time, they wanted a differentiating story for the brand considering so many players making a foray in this market. Their extensive research pointed out a definite need gap amongst the young adults (30-45 year), which is the reason the brand went for a very sharply defined product with music from the 90s. The aim and challenge was to create a product that was relevant and entertaining to their audiences. The brand wanted to disrupt the retro category and make it cool.

According to Rajat Uppal, National Head Marketing  Red FM, “We soon realised our edge, our differentiating factor was the ‘attitude’ – the possibility of us being irreverent yet relevant. The campaign had to talk about the music offering and pick a slice from the lives of our typical listener from Mumbai and make a relevant observation. That’s where the creative route emerged. We Indians have a song for every situation so we took some of these situations from the life of a Mumbaikar and gave a witty twist to it with some songs from 90s. The situations were carefully crafted to keep relevancy, impact and yes entertainment. Not only this, our visuals were not plain photographs but they had an effect of hand paintings – reminiscent of the actual style of hand-paintings for movie posters making liberal use of bright splashes of colour.”

In terms of their strategy and expected delivery, the challenge was to have the required media plan which would carry their message and it was critical as they had to make the launch impactful. With the help of IKON they designed an outdoor plan of over a month plastering the various creative’s. It included huge size hoardings, bus shelters, local stations and malls. Great deal of thought has been put behind selecting locations of these sites and the apt creative version for these sites – both from creative situations and language perspective. The campaign has created a great impact with a lot of positive buzz.

“We at IKON are ever focused on delighting our clients. And we take immense pride in our clients’ acknowledgment and appreciation of our efforts to meet their business goals. Client delight means the world to us.” said Lokesh Kumar, Director, IKON.