In what is being pegged as one of the biggest rebranding exercises across private radio stations, SFM has been rebranded as Red FM. All the 38 stations of SFM – which comprise 23 stations of South Asia FM (SAFL), 14 stations of Kal Radio and one station of Udaya FM – will undergo a change in identity.
With this, the rebranded Red FM will have a total of 41 stations in its kitty, including Red FM’s existing stations in Mumbai, Delhi and Kolkata. The new brand identity of the radio venture will be unveiled on August 14 in the North, East and West regions; and in the South, the new brand will go on-air on August 17.
K Shanmugam, chief executive officer of the unified Red FM, says, “Consolidating our radio FM business under the Red FM brand was a strategic move by us to offer pan-India audience a single, strong brand representation. This will help us unify our programming across key cities and help garner a larger share of ears.”
“Advertisers can now reach out to a wider listener base and can capitalise on the unique Red FM programme format. Launching the brand nationally fulfills our vision of creating the single largest FM radio station network across the country.” Shanmugam says.
The exercise will result in a shift in the programming style, content, format and presentation of the stations. All the rebranded stations will incorporate Red FM’s theme and the tagline of ‘Red FM, Bajate raho’.
According to the company, which has a footprint in 16 states, the network reaches more than 20 million listeners. To communicate the change in identity, the rebranded station has lined up a series of marketing activities, including ATL, BTL and OOH initiatives, in all the cities where the new Red FM has its presence.
The stations which will come under the rebranding exercise are: Pune, Nashik, Aurangabad, Nagpur, Mumbai, Bangalore, Mysore, Mangalore, Gulbargha, Kochi, Trivandrum, Trissur, Kannur, Kozhikode, Hyderabad, Vijayawada, Vizag, Warangal, Rajmundry, Tirupathi, Ahmedabad, Rajkot, Vadodara, Lucknow, Kanpur, Allahabad, Varanasi, Bhopal, Indore, Jabalpur, Jaipur, Bhuvaneshwar, Asansol, Siliguri, Kolkata, Gangtok, Guwahati, Jamshedpur, Shillong, Aizawl and New Delhi.