MUMBAI: In an attempt to reach out to new listeners, Red FM Delhi has launched an activity that is centred on one of the new on-air characters called Buddha Boss. In a three week long activity the station is giving listeners a chance to win loads of exciting prizes by calling on Buddha Boss's mobile number.

The Buddha boss, who shares a love-hate relationship with all RJs, felt that RJs had been biased towards their friends and family and have been giving away all the prizes and goodies to them! So with the agenda of putting things straight at the station the Buddha Boss took it upon himself to make sure that the listeners in Delhi are all heard and gratified well. Listeners' can call him on his personal mobile number 9811635935, which was announced on air, and Buddha boss ensures that all the first time callers on all shows win prizes. Bundle of prizes including exciting gifts like mobile phones, spa vouchers, movie tickets and Rs. 935/- cash prizes were given away during this activity across the day on all days. Not to be outdone however, Khurapati RJ Nitin has now booked an entire movie hall for a special screening of Dhan Dhana Dhan... for all first time callers on his show Morning No.1.

This activity is another attempt by Red FM to engage listeners and gratify them in a unique and interesting manner. The station had previously offered listeners Rs. 935 if they could identify any song on Red FM that was older than the year 2000. Red FM Delhi recently underwent a successful repositioning that established it as the aaj ke zamane ka radio station, not baap ke zamaane ka.... The station revamped its playlist and with the help of its listeners threw out any thakela sounding songs. New shows were also introduced that were in sync with the station's new youthful sound.

Commenting on the activity Anuj Singh, National Marketing Head and West Head, Red FM said Radio stations have traditionally relied on contests and prizes to drive up their listenership numbers. But the listener is becoming increasingly wary and views these contests with suspicion, wondering if people like him or her actually win. With this activity we are telling listeners that winning prizes on Red is as easy as dialling the phone literally....

The activity will culminate on the 29th of November with the special screening.