Radio brand Red FM 93.5's 'Bajaate Raho awards – "no-votes campaign" has won it the prestigious Gold Dragon Award at the 2009 Promotion Marketing Awards of Asia (PMAA). This is the first time that a radio brand from Asia has won this award.
The campaign was referred for the gold by a 100-member strong pan-Asian judging panel. The winning campaign will now go to the 2009 MAA Worldwide Globes awards where it will now compete against the best campaigns in the world.
Bajaate Raho awards is a first-of-its-kind people's choice award that celebrates excellence in categories such as bollywood, music, cricket, television and city special awards for Mumbai, Delhi and Kolkata. The challenge before the station was to translate on ground the vision and spirit of the 'twist-in-the-tale' Bajaate Raho Awards by conceptualising an equally 'different' and 'larger than life' on-ground campaign, said a press note from the company.
The 'No Votes Campaign' was unique as it resembled an actual political rally in India, but with a difference. In this, the campaigners were actually campaigning for 'no votes'. The innovative theme for the on-ground activation not only ensured great visibility but also managed to differentiate the awards in the minds of the listeners as the award which empowers them to 'bajaao' their nominees!
Red FM's strategy has been to reach out to listeners at touch points in their daily lives with clutter breaking promotions. Its innovative and novel events and promotions, ranging from 'Vote for boat' to 'Red Mike' to activations for the Bajaate Raho awards, have won them many accolades and over 62 awards in the industry and also helped in establishing themselves firmly in the minds of the listeners.
Abraham Thomas, COO, Red FM, expressed his delight at yet another victory, ''Clearly our strategy of building our brand with the listener at the focal point has worked and we will continue to focus on finding new ways to touch the lives of our listeners.''
This award comes close on the heels of the 2009 WOW for Events and Experiential Marketing Awards where Red FM swept the awards with nine awards under various categories in events and experiential marketing.
PMAA recognises the very best in promotion marketing excellence and mastery, throughout Asia. It is Asia's leading promotion marketing award programme and invites participation from over 13 countries in Asia. All gold, silver and bronze PMAA Dragons go on to represent Asia at the MAA Globes.
For 44 years, the Marketing Agencies Association Worldwide (MAA Worldwide) has been the voice and authority of the promotion marketing industry, spanning all continents of the globe.