22 Sep 2017
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RED FM’s ‘Dabaa Ke Bajaa’ initiative receives a sprawling response

MUMBAI: 93.5 RED FM, India’s largest radio network organized an event at Dilli Haat, INA in Delhi as an extension of its on-going campaign- ‘Dabaa Ke Bajaa’ which is a special initiative of the radio station, in association with the Election Commission Of India, targeted at increasing voter participation in the forthcoming General Elections. The event proved to be a milestone success with a remarkable number of people—more than 10,000 who pledged to vote.

The objective of the event at Dilli Haat was to sensitize people about their duty to vote through the medium of entertainment. RED FM RJs hosted the event, as they called the visitors throughout the day to pledge to vote and also motivated them to showcase their creativity on the installed canvas which was managed by DSA (Delhi Street Art). The huge canvas, right at the entrance of Dilli Haat was being painted by the street artists and visitors were asked to sign and adorned pledge to vote. RED FM volunteers were also deployed all over Dilli Haat with tablets and each member personally went up to the audience asking them to pledge by using the ‘Dabaa ke Bajaa’ app. The youth ambassador of the Election Commission in Delhi, RJ Raunac along with other RJs also presented his anthem for the campaign LIVE for the masses. RJs Swati, Rocky, Panky, Ashish, Sachin and Heena were also present at Dilli Haat to encourage the people to pledge.

RJ Raunac, known for his cheeky image on radio who manages to tickle the funny bone of the listeners, kept the crowds engaged throughout the weekend. Also, a thought provoking part of the event was the hard-hitting street play on elections — ‘Sawal’ by Asmita Theatre Group. The nukkad natak presented by Asmita Theatre Group attracted a huge audience. The play showcased loop-holes in politics and motivated people to exercise their right to vote. Their innovative gimmicking of political parties during elections garnered a lot of appreciation from the crowds.

RED FM has been running their pledge meter using various media. People are being asked to pledge to vote, on any of the media- RED FM’s Facebook application, SMS, call or simply by pressing the pledge button on tablets that RED’s volunteers are carrying throughout the city. The cumulative number of pledges is also being reflected on the top of a huge hoarding erected by RED FM at Connaught Place Outer Circle, which is being updated LIVE as more & more people pledge to vote.

Commenting on the event, Ms. Nisha Narayanan, COO, 93.5 RED FM said, “Dabaa Ke Bajaa is our attempt at channelizing the energy of people in all parts of India into one simple, and yet difficult act- pressing the button on the voting machine! Our partnership with The Election Commission of India has proved to be a mega success so far, going by the huge turnout at Dilli Haat. The event was a big success; we talked, painted, pledged, saw a powerful street play and motivated each other to pledge to vote. While we do seem to have sensitized Delhi towards their duty to vote, we have a long way to go, in terms of mobilizing the whole nation. I would also take this opportunity to thank Delhi Street Art and Asmita Theatre Group for their support and enthusiasm. We hope to continue exploring synergies like these with them.”

To take their campaign Dabaa Ke Bajaa to larger audience, RED FM has planned a 360 degree marketing strategy, including several innovative engagement initiatives across the cities on multiple platforms such as Print, Outdoor, Digital etc.