Red FM presents…

the thought…

Kolkata Knight Rider fans are amongst the most hardcore fans ever!

Their belief in their teams success is absolute Red FM looks at this as an opportunity to

create campaign on radio, using this incredible loyalty

To those who are loyal, it’s a compliment and to the rivals, it’s a tongue-in-cheek look at one of IPL’s biggest hooks – the KKR Fan!

The thought is to use humor and fun to connect with the audience

the idea…

An FCT led campaign that uses multiple creatives, delivered by a single ‘identifiable’ character to engage and involve the audience.

A 2 week long on-air initiative that’ll feature topical issues of interest within the creative for the connect.

how it works on-air…

Week #01: INTRODUCING: Govardhan Bonnerjee, KKR ek naamber fan!

A series of creatives which establish Govardhan Bonnerjee as KKR’s No.1 DIE-HAARD Fan!

GB gives stress busting teeps for his favourite team – who he believes need to be tension-free in order to win

Every spot ends with a call for action, where GB asks listeners to write / sms in with their very own ‘teeps’ to help his team stay stress-free

Multiple creatives ensure freshness and engagement

how it works on-air…(contd.) Week #02:Listeners teeps thru GB!

Based on the SMSes that people have sent, GB actually gives out some of the teeps

Everyone who’s ‘teeps’ are accepted by GB gets gratifies by Nokia

The final list of winners can be done thru one spot voiced by SRK who thanks these listeners for sending in their requests!!

Possible layers

FCT spots featuring multiple creatives – so 1 week it’s Govardhan Bannerjee, next week it’s Mrs.Bandopadhyaay etc.

Stressbusting tips range from the real proper ones, to spectacular, crazy suggestions!

Programming integration – Branded segment within one show (in the

2nd week of the campaign) where we’ll ask listeners to tell us THEIR stress-busting tips

the final pitch

High frequency campaign Immediate local connect Super interactivity Leverages NOKIA’s KKR association

without depending on the team’s performance!