The campaign was launched with the objective of enhancing the Red FM brand and hence, no other advertisers are associated with the campaign. However they do have various media and location partners in different cities. Sakal, Dainik Navjoti, Amar Ujala, Patrika, and Pragiti Vani are some of their print partners in different cities. Besides the radio, the campaign is also relying on other media such as print and television, outdoor broadcasts, on-ground activation in malls, and on the street via street theatre groups, SMS and social networking sites such as Facebook and Twitter to provide citizens with multiple platforms to communicate.
As a part of executing the activity, the emcee and promoters encourage people to express their views openly about their city such as things they feel proud of, and things they wish to change. The views of the public are then recorded and the best ones are aired on radio. The canter activity, on the other hand, brought together the aspect of giving people the platform to express their views openly through the candidness of a nukkad natak. In each of the cities, nukkad natak's script was drafted keeping in mind the issues of concern for that city. For instance, Pune saw nukkad natak performances on issues like pollution, traffic problems and water shortage, while issues of encroachment, drinking and driving, etc were addressed in Jaipur, and so on in other cities.
The initiative is targeted towards citizens from all walks of life. By giving the power to decide content over to listeners, they are letting them choose topics that interest them and affect their lives. Red FM 93.5 claims to have made sure that geographically they covered the entire city through their on ground activation. The canter route is designed to cover even the far flung areas of the city.
Speaking on the launch of Red Mike, Nisha Narayanan, Senior VP-Projects and Programming, Red FM said: "At Red FM, we swear by interactivity and Red Mike is both a tool and a symbol for expression. Last year, we were pleasantly surprised by the feedback we received from our listeners as well as the government officials who used the airwaves to initiate conversations. This year, Red Mike will be fun, entertaining, bold and unlike anything else that any radio station is attempting. Through this campaign, we intend to let listeners shape the radio station and its conversations.We will reach out to all, be it youngsters or senior citizens, by taking Red Mike to the places where they hang out, where they live etc."
Speaking about the execution, Neha Rathi, Manager BD&CS, Vibgyor Brand Services said:" The initiative is targeted at the natives of the respective cities who want to speak their heart out on issues of concern pertaining to their city. Through this initiative, we are engaging approximately 4,000 people per day. Red Mike is a trademark activity of Red FM which aims to give an equal platform to the masses to express their views about their city. It's a great initiative by Red FM and we are glad to be associated with the same for the second time in a row. The activity this year saw a welcome addition of Nukkad Natak which innovatively addressed the issues of concern of respective cities so that people become aware of the same and take initiatives on a personal level to deal with them."