2. RED FM AND BAR ONE PRESENT…
ANTI-ISHTYLE SQUAD
Communicate the brand essence of Being “Andar se solid”
To create a top of mind recall for Bar One
Highlighting the contrast between “Andar se solid” and “Upari Tashan”
through unique and clutter breaking activities both on ground and on air
Highlight the brand proposition and the unique product attributes of Bar One
Sampling in the target audience
18. Teaser Phase
The teaser phase will be a high frequency promotion for the
crackdown of tashan that is soon coming to the city, exclusively with
Red FM. With take up the local tashan cues, and create short teaser
capsules as a warning to everyone with too much tashan
Sample Scripts
#1
“Sree Hindu College mein 12th August ko tashan mat dikhana,
warnaaaaa…..” fades out into the siren.
#2
“8th August ke baad, raat ko goggles pehen ke ghar se mat nikalna…
warnaaaaa….” Fades out into the siren
19. Teaser Phase
RJ Promotion
Red FM RJs will also promote the activity by talking about people
they know who throw around too much tashan. This will be followed
by taking listeners on air and discussing tashan cues and the ways
in which people show too much tashan these days
The discussion will also feature debates – what works better to look
cool? Tashan or being Andar se solid (without revealing the activity
or brand).
The objective of this phase will be to set the buzz for the upcoming
activity.
20. Teaser Phase
Studio Invasion
On the last day of the teaser phase, we will do a full reveal of the
anti-tashan squad on air through an on air innovation
In the middle of the show, the RJ will be interrupted by the sound of
siren that has been established through the teaser promos. The Bar
One Anti-tashan squad will then enter the Red FM studio, and will
be interviewed by the Red FM RJs.
The Bar One anti-tashan squad will describe the activity which will
happen in colleges – and how they will crackdown on any one who
shows too much tashan. They will encourage everyone to eat Bar
One, and become andar se solid, because the days of tashan are
numbered
21. Sample Activity Promo
<sound cue of News report starting>
Anchor (FVO): Poore sheher mein Bar One Anti-tashan Squad ne
dhoom machaa rakhi hai…. Suniye Punjagatta ke paas kal hi pakde
gaye tashan offender ka statement
MVO: Main do ghadi tashan maarne ke liye thodi pehenta hun…
woh toh agar ek kharaab ho jaaye toh….
Anchor (FVO): Ab ye tashan hai ya nahi… faisla Bar One Anti-
Tashan Squad karega… sheher ke saare Tashan Offenders ke liye
unka sandesh:
MVO2: Bar One khaao… andar se solid ban jaao…
Anchor (FVO): Sunte rahiye Red FM, ye jaanne ke liye ki Bar One
Anti-Tashan Squad ki agli raid kahaan hogi…. upari tashan nahi…
Bar One… kaafi hai
22. Bar One Anti-tashan Squad ke
saath… Tashan ki Bajaao
• The activation will be promoted through Promos, RJ mentions and
OB links
• Brand Spots to play as sustenance
• In addition, Red FM will launch a week long property called Tashan
ki bajaao… where Red FM RJs will join hands with the Bar One
Anti-tashan squad to crack down on tashan
• In this property, Red FM will ask listeners to tell us about tashan
offenders they know, and then Red FM will bajaao them
• In the end of the segment, the RJ will offer them a gift hamper from
Bar One, so they can become andar se solid
23. Bar One Anti-tashan Squad ke
saath… Tashan ki Bajaao
Property Execution
Red FM RJs will say that they have also joined the Bar One Anti-
tashan squad. In the morning show, the jock will announce on air
that if a person knows any tashan offender, then he/she should call
us, and we will play a prank of them in line with their tashan.
For example, a person calls in saying that her brother wears
goggles all the time, even inside the house. We will call him and tell
him that we are calling from the beggar’s association and badger
him to join us since he can pass off so easily as a blind beggar. The
call will end with the reveal that it was a prank call from the anti-
tashan squad, and we will ask the person to do away with his upari
tashan because all he needs to be cool is become andar se solid.
For that, we give him a Bar One hamper
