Speaking about the development, K.Shanmugam, CEO of the unified brand RED FM said, “Consolidating our radio FM business under the successful RED FM brand was a very strategic move by us to offer a pan India audience under a single strong brand representation. This will help us unify our programming across key cities and help garner a larger share of ears. Advertisers can now reach out to a wider listener base and can capitalize from the unique RED FM program format. Launching RED FM brand nationally fulfills our vision of creating the single largest FM radio station network across the country”.
Said Abraham Thomas, “RED FM has stood out with its strong listener connect and contemporary entertainment style which is symbolised by Superhit music, movie, cricket and popular RJs making it the most popular FM brand in Mumbai. We are happy to extend the already successful RED FM format of brand, content and programming across the country as the No.1 radio station in Mumbai, RED FM will be able to replicate its unique flavour across the country which will help us win more listeners and advertisers in the coming days”.
The rebranding exercise will incorporate the RED FM DNA into all the other stations with respect to programming style, content, format and presentation and entails complete re-training of the staff including the RJs, station heads, sales and marketing teams.
The company has planned a series of radio, print, outdoor and on-ground advertising campaigns across all cities to promote the new engagement format.