Red FM wanted to connect with the station’s adult audience and their frustrations, allowing them a voice on the radio station and their “live” billboards. With only 20 live billboards, a team remained on stand-by to re-build them overnight, generating an eye-popping, traffic-stopping new talking point every day. When difficulty in parking was a topic, cars were stuck on the billboards. When pollution was the topic, the billboards started to smoke.

Amazing what some attitude and 20 billboards can do in a city of 13 million. Red FM is now India’s fastest growing station, doubling its share of listeners in Mumbai, moved from 4th to 2nd position. 81% of listeners recalled the campaign, the highest awareness among all radio station ads.