93.5 Red FM hunts for ‘Mumbai Indians ka Sabse Bada Fan’
by EVENTFAQS Bureau | Corporate/Brand Marketing | May 9, 2011
Radio station, 93.5 Red FM, was on the hunt for the ‘Mumbai Indians ka Sabse Bada Fan', who was willing to go to any extent to prove his/her loyalty to the team.
With an objective of building an emotional connect with the listeners and to display loyalty to the Mumbai Indians team, 93.5 Red FM had people from different parts of the city walking to Shivaji Park and bringing a fistful of mud from the ground on which the Mumbai Indians captain, Sachin Tendulkar used to train. 93.5 Red FM also put Vivek Sonawane, the artist who claimed to be ‘Mumbai Indians ka Sabse Bada Fan' to the test on May 4 at Oberoi Mall, Goregaon. The artist was asked to create a clay statue of Tendulkar.
Discussing the overwhelming response, Rana Barua, Business Head, 93.5 Red FM Network, said, "On an average, we received approximately 2,000 to 3,000 SMSs everyday with people showing their support for the cause. We received a total footfall of around 1,000 people who came with "Mutthi bhar mitti" and stood for six hours through the completion of the sculpture. This was a powerful tool to connect the brand with its listener and having a positive brand rub - off with brand Mumbai Indians."