MUMBAI: The BINGO Red FM Bajaate Raho Awards 2007 is a first of its kind people’s choice awards that celebrates the ‘dazzling depths of excellence’ in categories such as Bollywood, Music, Cricket, Television, City Special Awards for Mumbai,
An on-air property in 2005 and 2006, the 2007 awards are bigger and better with an on-ground televised presentation ceremony. In a first for radio, Red FM, on the strength of its content, has made a foray into an arena considered the preserve of television channels. However, unlike numerous other awards ceremonies, the BINGO Red FM Bajaate Raho Awards 2007 have a hilarious and hard-hitting “twist-in-the-tale”.
Commenting on the awards, Red FM COO Abraham Thomas said, “Radio as a medium is struggling to move from the passive to active and gradually progressing to being an interactive medium for its listeners. Red FM being the leaders in the industry is pushing the envelope further to make it an embedded brand in the minds of its listeners through these awards.”
He further added, “Red FM is known for setting benchmarks in the radio industry, be it in its format or its attitude. If there is a brand which can pull off something like Bajaate Raho Awards…then it has to be Red FM. These awards are the first of its kind in that they are an attempt by a radio station at providing entertainment that goes beyond the boundaries of traditional Radio content!”
Their campaign, with Kamla (of Kamla Ka Hamla fame) as the Award mascot, kicks off on air in all three cities on 5 February and gives the listeners a chance to bajaao the people who truly deserve it. Listeners can vote for their pick amongst the nominees by voting through 7 â€“ 21 February.
The awards will be backed by a 360 degree media campaign spanning over three weeks. In addition to the conventional media such as hoardings, bus backs, print ads, etc. various on-ground activities are planned to create a buzz about the awards.
The culmination of the awards will happen at a grand awards ceremony in Mumbai featuring Suresh Menon in his many hilarious avatars, other celebs and star Red FM RJs Malishka, Nitin, Mantra and Dr. Hoezay amongst others.
Being Red FM’s flagship property, the awards promise to be a fun-filled Bajaate Raho experience for its listeners and partners alike.