Cream Events was appointed to execute this unusual radio show and were involved in the entire production and execution of the promotion including logistics, permissions, crowd management, security and realization of the concept.
Red FM came up with this concept to celebrate the RJ, who made her entrance onto the scene with dhol baaja and aarti. From her spot in the heavens, she then proceeded to wave, poke fun and invite fans into the studio in her trademark style of nonstop banter. Mumbai Mayor Sunil Prabhu and comedian Raju Srivastava also made a surprise visit to the venue.
Regarding the concept, Nisha Narayanan, Senior VP - Projects and Programming, Red FM 93.5 Network said: "The queen of RJs - Malishka, has been winning the best RJ award for last six years and we wanted to announce the same in a very interesting style. We were looking at an idea which is just a perfect juxtapose of the on-air thought and the on-ground execution. ‘Malishka Hawa mein' gave us the right mix of on-air campaign and a very innovative on-ground execution of ‘going on-air while being in-air'. Then we had to be present it in the most crowded area in the city and hence, got the studio put-up high on a billboard on Mahim-Bandra road, that too during the evening drive time. This gave us huge visibility and moreover, we also did the live streaming of the on-ground action and posted it on our online community, making it accessible to the audience who could not make it to the venue. The on-air campaign is for 14 days. which included seven days of pre-selling of the ‘malishka hawa mein hain', and simultaneously we started the on ground billboard site, 'malishka hawa mein, ab mumbai dekhe ga....' the final event happened on the eighth day of the campaign, which was also the first day of the week and we got great visibility on the street. I would believe that almost everyone who passed through that road during those four hours of the show noticed and heard Malishka."
Commenting on the promotion, Karan Kapoor, Manager Operations, Cream Events said: "The biggest challenge for us was to make sure that we grab as many eyeballs as possible with Malishka's show in the outdoors. The setup and look and feel surely grabbed lots of attention with many cars stopping and people joining the crowds at the radio booth at Mahim Beach."