Indiantelevision.com Team

(14 December 2006 8:00 pm)

MUMBAI: Red FM 93.5 has launched an activation cell titled Red Activ to implement customised integrated media solutions for clients, to help them interact and reach consumer touch points. In connection with this the radio station has launched an all women's car rally called Garnier Fructis Red FM Drive 93.5, in aid of Breast Cancer Awareness.

The rally has been coneptulised by this division that will create primarily below-the-line properties for clients. Gunning for market leadership, the station has been attempting to set benchmarks in client solutions, programming and marketing initiatives.

Commenting on the concept of creating a car rally, Red FM COO Abraham Thomas said, "Radio as a medium has moved from being a Passive to an Active to a Surround medium! It's not just a mantelpiece medium any longer but surrounds listeners at all consumption touch points, with Red Activ we will proactively approach clients to create 360 Degree marketing solutions for them integrating these touch points."

The Garnier Fructis Red FM Drive 93.5 is a single day rally, where participants drive from Mumbai to Pune and back. It will be flagged off at 8 am from Bandra Kurla Complex and almost 400 Women (Drivers + Navigators), including celebrities and corporate divas are expected to participate in this rally to display their solidarity for the cause, informs an official release.

In addition, the rally will be monitored by the Limca Book of Records, 2008 for the title of the Biggest Intercity All Women's Car Rally in India.

In support of Breast Cancer Awareness, Red FM will also donate a part of the proceeds from the car rally as charity to the Woman's Cancer Initiative - Tata Memorial Hospital.

The event will conclude with a party on the 17 December with performances by Infrared and Rageshwari, while the RJ's chalking out some fun. They will also announce the final winners and felicitate all the participants.