Red FM & DDB MudraMax brings ‘Bauaa Hawa Mein’ on ground

27 Feb,2013

By A Correspondent


Take an RJ, his on-air prankster alter-ego Bauaa, a wish to connect the RJ directly with his audience, DDB Mudra Max – and you have Bauaa Hawa Mein, a series of live radio shows by 93.5 Red FM from studios fabricated on billboards.


The objective was to popularize Red FM Delhi’s evening show host RJ Raunac’s character Bauaa through an OOH medium that allowed for live performance and face-to-face interaction with the audience and fans. The idea was to have Bauaa seen, and not just heard. With the DDB MudraMax innovation, the execution was literally from up in the air.


To connect to the listener, live studios were set up at three different locations of the NCR. RJ Raunac along with the Bhagra Pop Singer Daler Mehendi did the entire show live from a radio booth mounted on a billboard at Rajouri Garden on January 29. Similar shows were conducted from unipoles in Noida on February 1 and Gurgaon on February 6.


Nisha Narayanan
Mandeep Malhotra

Commenting on the campaign, Nisha Narayanan, Senior VP – Projects and Programming, 93.5 Red FM, said, “We always strive to think different and innovate to connect with our listeners. Thus, it is our constant endeavour to set higher standards of radio programming. Initiatives like Bauaa Hawa Mein help in bringing the brand and our jocks closer to the listeners.”


Commenting on the campaign, Mandeep Malhotra President, DDB MudraMax, said, “It’s always a wonderful feeling to take up challenging assignments and deliver clutter-breaking work for any media brand.”


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