Perhaps the first front page innovation one recalls in print, from decades ago, was when the late Behram Contractor came out with just the masthead on an Afternoon Despatch & Courier issue in the very early 1990s, with just one banner headline that read: No News Is Good News. Why? Because the paper had tied up with some tea brand, if memory serves one correctly, and the brand had a 6-column spread solus on Page 2 which had the day’s actual Page 1 editorial content.
And now, on Radio, media agency Mindshare has brought online grocery discounter Grofers and popular FM Radio network RED FM together for Grofer’s ongoing ‘Grand Orange Bag Days’ sale, which will see Red FM become Orange FM for a few days.
For Grofer’s Grand Orange bag Days sale, which is live till 18th August and is offering a 100 % cashback of up to a max of Rs 5,000 on everything Red FM has turned into ‘Orange FM’ in Delhi NCR, encouraging its listeners to ‘Bachaate Raho’ with this massive sale offering extravagant budget offers.
The innovative partnership will engage listeners through activities planned at Orange FM. From radio airwaves painted Orange on the frequency 93.5 to the station jingle reflecting the Orange of Grofers, to taking-by-complete-surprise pranks from the entertaining Bauaa (RJ Raunac) — each activation will encourage listeners to log on to Grofers to make the most of the sale.
Nisha Narayanan, COO & Director, RED FM & Magic FM, said, “We are excited to announce this association with Grofers, one of India’s largest online grocery delivery service for its Grand Orange Bag Days Sale.
“The idea of transforming RED FM into ‘Orange FM’ is truly thrilling where our logo, jingle as well as our airwaves will reflect this association.
“While Grofers has always been one of the go-to online stores for groceries, this sale will further enhance the scale of budget friendly deals available today,” Narayanan said.
Prashant Verma, VP Marketing – Grofers, said, “Grand Orange Bag Days (GOBD) is the biggest online grocery sale in the country. With this sale, Grofers provides unmatched savings to all customers, old and new, with its unique 100% cashback proposition. We wanted to land the proposition in the most compelling manner during a month when the category is extremely noisy and cluttered. ‘Bachatey Raho’ media innovation with Orange FM is a first of its kind takeover of the station while building a seamless integration with the savings positioning of the brand”
Ruchi Mathur, Sr Vice President – Client Leadership – Mindshare North & East India, said, “We have partnered Grofers in their growth journey since they launched in India. At that time it was about changing habit and recruiting people into this new category. But as the action in the category heats up, the need was to shake things up, create a disruption and land our proposition with a Bang!
“Underpinned by our core values of Speed, Provocation & Teamwork we partnered with Red FM to bring alive Grofers Grand Orange Bag Days in the most unique and striking manner. This is not about yet another stationality change. This is about a seamless transformation of RED FM to convey a very powerful story.”
Unlike other sales, Grofers GOBD is allowing both new and existing consumers to shop at 100% cashback (up to a massive Rs 5000). With no minimum order value, consumers can shop from various segments such as staples, beverages, home & kitchen among many more, literally for free.