The on-ground promotions include activations in malls, Barista outlets and a few offices in Mumbai. The campaign is aimed at bringing alive the Jasoos (detective) amongst mumbaikars. The show will be providing a platform to Mumbaikars, enabling them to share gossip, express themselves freely, communicate insider information and report relevant issues which will be aired by Red FM.
Commenting on the activity, Nisha Narayanan, Senior VP, Projects and Programming, Red FM said, "All the activities have been designed to give the listeners a direct connect to Malishka. The activities will be taken to four malls including Inorbit and Fun Republic and one multiplex. Red FM is taking the listener generated content and interactivity to another level where they are inviting listeners to create content for the station, while Malishka ensures that their stories get a larger platform and the treatment that they deserve."
At malls and key locations, Jasoosi booths will be set up in which Malishka's cut-out will be placed and visitors can participate in the campaign by narrating their jasoosi stories in her ears, which has a recorder. Radio Jockeys will be out on the streets getting people to their share stories, instances and issues which will be aired on the station. Scavenger hunts will be organized at the malls to increase the interactivity with a large number of audiences. Promoters dressed as Jasoos Karamchand and his famous sidekick Kitty will be moving across malls with magnifying glasses.
Commenting on the promotions, Narayanan added, "Besides the on-ground activations, there is a complete 360 degree campaign which includes hoardings, bus Q shelters, bus seat backs, auto rickshaws, BEST AC Bus wraps and train transfers amongst other mass media for promotions. In addition to this, mobile and social media has also been integrated with the campaign to call for participation."
A dedicated mobile number is provided for listeners to speak to Malishka and report their Jasoosi stories. Every day on Morning No.1, Malishka will be reporting the information sent to her by her trusted Jasoos. Every Friday, the station will be giving away the Best Jasoos Award to the listeners who come up with the best secrets.