Radio network 93.5 Red FM carried out an India-wide experiential called #ExploreTheNight through the lens of the latest smartphone on the block, the Nokia 7.2.
36 radio jockeys (RJs) from Red FM across 30 cities in India, took the task to #ExploreTheNight using the night mode feature of the Nokia 7.2 and posting a series of live videos on Facebook Live and photos across their social media handles.
The idea of this initiative was conceptualised by Wavemaker, media, content and technology agency of GroupM.
The video marathon started with RJ Raunac aka ‘Bauaa’ from Delhi and later went on to other RJs across cities ending with RJ Devaki from Ahmedabad. RJ Praveen, RJ Heena, RJ Pahi, RJ Kabir, RJ Kisna and Ashish also participated in creating live videos.
Commenting on the initiative, Ajey Mehta, Vice-President and Region Head, India and APAC, HMD Global, said, “In India, every city has a night story to tell – whether it is the bustling night bazaar outside Delhi’s Jama Masjid, or the iconic forts of Jaipur, or the night boat ride on the river Ganga at Banaras; whether it is Goa’s retro-styled hippy shacks and live music, or Mumbai’s chic nightlife at Carter Road – and tourists and locals alike love to explore these. We wanted the Red FM team to capture these amazing parts of our diverse country with the Nokia 7.2. Over 6.8 million people so far have already seen India through the lens of Nokia 7.2 with the #ExploreTheNight initiative.”
Nisha Narayanan, COO and Director, Red FM and Magic FM, said, “India is a land of rich culture and heritage and its beautiful cities have a lot to offer to its people. This experiential tour will give tourists a look into the night beauty of our nation through the lenses of the Nokia 7.2. As a brand, we are always looking to bring cutting-edge content to our fans and this association resonates well with our philosophy.”
Karthik Nagarajan, Chief Content Officer, Wavemaker, said, “A genuinely unique, multi-platform campaign like this is possible only with a client who is willing to walk the talk and with a partner who shares your vision. With Nokia 7.2 and Red FM, we were lucky to have both. Bringing the brand and product experience to life at every customer touchpoint has been the DNA of Wavemaker Content and this is yet another wonderful example of that.”
The #ExploreTheNight videos:
Red FM: @redfmindia https://www.facebook.com/redfmindia/
Rj Raunac: @RjRaunac https://www.facebook.com/RJRaunac/
RJ Devaki: @rjdevaki https://www.facebook.com/rjdevaki/
RJ Disha: @RJdishaoberoi https://www.facebook.com/Rjdishaoberoi
RJ Heena: @RJHeena935RedFM https://www.facebook.com/RJHee-935RedFM/
RJ Kisna and Ashish: @REDFMDL935 https://www.facebook.com/REDFMDL935/
RJ Praveen: @RJPraveenRedFM https://www.facebook.com/RJPraveenRedFM/
RJ Pahi: @RedFMRJPahi https://www.facebook.com/RedFMRJPahi/
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