Those of you who were in or around Bombay yesterday and were channel surfing on the radio must have noticed something strange. Red FM 93.5 was calling itself Blue FM 93.5 yesterday, and even their jingle was customized for Mumbai Indians, the IPL team representing Bombay.
Interesting. How many times has a media property changed their name to match their sponsors’ message in the past? It was a buzz-generating tactic for only a day it seems. They don’t seem to be planning to repeat this stunt during the future matches when the team would play.
But what is more interesting is that through the time that I was hearing that channel, there wasn’t one commercial played between the songs or jingles. Apparently, Reliance had sponsored them enough for them to be able to just play songs, do the channel branding and the occasional soundbites about the game.
Like the possible options with the controversial London 2012 Olympics logo, Red used their own identity to carry a sponsor’s message, and wove it into their programming as well. Smart move, not considering the probable damage to the channel’s brand equity.
Sounds like a media planner’s and programme manager’s delight!