Anuj Singh
National Marketing Head & West Head, Red FM
It’s special when all doubts are put to rest with recognition from the highest order - your consumer! In our case, it was the moment when brand Red FM rose from being a contender to the leader within a span of just a few months. Of the things that contributed to this success, one thing which worked very well for us was the connect we could achieve with our brand attitude ‘Bajaate Raho!’ as well as the media strategy we adopted to communicate the same. We adopted the ‘touch point’ strategy of reaching out to people at various apertures in their daily lives, wherein they are most receptive and thus communicate the brand attitude through the use of socially relevant messages.
National Marketing Head & West Head, Red FM
It’s special when all doubts are put to rest with recognition from the highest order - your consumer! In our case, it was the moment when brand Red FM rose from being a contender to the leader within a span of just a few months. Of the things that contributed to this success, one thing which worked very well for us was the connect we could achieve with our brand attitude ‘Bajaate Raho!’ as well as the media strategy we adopted to communicate the same. We adopted the ‘touch point’ strategy of reaching out to people at various apertures in their daily lives, wherein they are most receptive and thus communicate the brand attitude through the use of socially relevant messages.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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