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This Sale Season, Red FM says ‘Bachaate Raho’ with Grofers & Mindshare

This Sale Season, Red FM says ‘Bachaate Raho’ with Grofers & Mindshare

The FM channel is partnering with the leading online discounter to turn as Orange FM

National, August 13, 2019: In a first-of-its kind partnership, Grofers, India’s leading online grocery discounter announced today its association with Red FM for its ongoing sale ‘Grand Orange Bag Days’. The ongoing sale is live till 18th August and is offering everything at 100 % cashback (up to 5,000). As per the partnership that was created in collaboration with Mindshare, Red FM on August 13, will be turning to ‘Orange FM’ in Delhi NCR encouraging its listeners to ‘Bachaate Raho’ with this massive sale giving way to extravagant budget friendly offers.

The innovative partnership will excite and engage listeners through an array of activities planned at Orange FM. From radio airwaves painted Orange on the frequency 93.5, station jingle reflecting the Orange of Grofers to taken-by-complete-surprise pranks from the all-time entertaining Bauaa (RJ Raunac), each activation will encourage listeners to log on to Grofers to make the most out of the sale. 

Commenting on this association, 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.”

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”

Adding further, 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 ?5000). With no minimum order value, consumers can shop from various segments such as staples, beverages, home & kitchen among many more, literally for free. To avail the offer, consumers need to log in to Grofers app or website, during the sale days.

About 93.5 RED FM:

We are Irreverent; we are young, cool and trendy. We are the voice of today’s Millennial. We are one of the largest radio networks in the country. We are RED FM. Based on the internationally successful CHR (Contemporary Hit Radio) format we play only Super Hit music. With the brand philosophy and attitude that is ‘Bajaate Raho!’ at RED FM we always speak up for the right, for the people. Our listeners are at the heart of everything we do and so we are called the ‘station for expression’ by establishing an emotional connect with them. We do things differently; we don’t follow the herd and its testament to the fact that RED FM boasts of over 427 award winning campaigns including BEST BRAND, BEST FM STATION & BEST RJs.


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