BAR ONE

POST EVAL

RED FM AND BAR ONE PRESENT… ANTI-ISHTYLE SQUAD

Communicate the brand essence of Being “Andar se solid”

To create a top of mind recall for Bar One

Highlighting the contrast between “Andar se solid” and “Upari Tashan” through unique and clutter breaking activities both on ground and on air

Highlight the brand proposition and the unique product attributes of Bar One

Sampling in the target audience

MARKETS/CITIES

HYDERABAD

HYDERABAD

College Activity

SAMPLING&

ENGAGEMANT

VIJAYAWADA

VIJAYAWADA

College Activity

SAMPLING&

ENGAGEMANT

VIZAG

VIZAG

College Activity

SAMPLING&

ENGAGEMANT

ON AIR

Activity Flow

Teaser Phase

The teaser phase will be a high frequency promotion for the crackdown of tashan that is soon coming to the city, exclusively with Red FM. With take up the local tashan cues, and create short teaser capsules as a warning to everyone with too much tashan

Sample Scripts

#1

“Sree Hindu College mein 12th August ko tashan mat dikhana, warnaaaaa…..” fades out into the siren.

#2

“8th August ke baad, raat ko goggles pehen ke ghar se mat nikalna… warnaaaaa….” Fades out into the siren

Teaser Phase

RJ Promotion

Red FM RJs will also promote the activity by talking about people they know who throw around too much tashan. This will be followed by taking listeners on air and discussing tashan cues and the ways in which people show too much tashan these days

The discussion will also feature debates – what works better to look cool? Tashan or being Andar se solid (without revealing the activity or brand).

The objective of this phase will be to set the buzz for the upcoming activity.

Teaser Phase

Studio Invasion

On the last day of the teaser phase, we will do a full reveal of the anti-tashan squad on air through an on air innovation

In the middle of the show, the RJ will be interrupted by the sound of siren that has been established through the teaser promos. The Bar One Anti-tashan squad will then enter the Red FM studio, and will be interviewed by the Red FM RJs.

The Bar One anti-tashan squad will describe the activity which will happen in colleges – and how they will crackdown on any one who shows too much tashan. They will encourage everyone to eat Bar One, and become andar se solid, because the days of tashan are numbered

Sample Activity Promo

<sound cue of News report starting>

Anchor (FVO): Poore sheher mein Bar One Anti-tashan Squad ne dhoom machaa rakhi hai…. Suniye Punjagatta ke paas kal hi pakde gaye tashan offender ka statement

MVO: Main do ghadi tashan maarne ke liye thodi pehenta hun… woh toh agar ek kharaab ho jaaye toh….

Anchor (FVO): Ab ye tashan hai ya nahi… faisla Bar One Anti-Tashan Squad karega… sheher ke saare Tashan Offenders ke liye unka sandesh:

MVO2: Bar One khaao… andar se solid ban jaao…

Anchor (FVO): Sunte rahiye Red FM, ye jaanne ke liye ki Bar One Anti-Tashan Squad ki agli raid kahaan hogi…. upari tashan nahi… Bar One… kaafi hai

Bar One Anti-tashan Squad ke saath… Tashan ki Bajaao

• The activation will be promoted through Promos, RJ mentions and OB links

• Brand Spots to play as sustenance

• In addition, Red FM will launch a week long property called Tashan ki bajaao… where Red FM RJs will join hands with the Bar One Anti-tashan squad to crack down on tashan

• In this property, Red FM will ask listeners to tell us about tashan offenders they know, and then Red FM will bajaao them

• In the end of the segment, the RJ will offer them a gift hamper from Bar One, so they can become andar se solid

Bar One Anti-tashan Squad ke saath… Tashan ki Bajaao

Property ExecutionRed FM RJs will say that they have also joined the Bar One Anti-tashan squad. In the morning show, the jock will announce on air that if a person knows any tashan offender, then he/she should call us, and we will play a prank of them in line with their tashan.

For example, a person calls in saying that her brother wears goggles all the time, even inside the house. We will call him and tell him that we are calling from the beggar’s association and badger him to join us since he can pass off so easily as a blind beggar. The call will end with the reveal that it was a prank call from the anti-tashan squad, and we will ask the person to do away with his upari tashan because all he needs to be cool is become andar se solid.

For that, we give him a Bar One hamper

THANKS..!!