MUMBAI: Red FM has launched `Red Mike`, which is a tool that will give people an opportunity to speak issues relevant to them and also play their favourite song on Red Mike pe sab bajega. People from all walks of life are eligible for the coveted title of a Red Mike Jockey.

Various on-air innovations have been planned on the radio station around the `Red Mike`. `Red Mike` segments will be played throughout the day where listener comments, requests and issues will be aired. Special Kamla ka Hamla and Angry Ganeshan segments have been created around the launch of `Red Mike`.

Red FM has planed a complete 360 degree approach which will span across outdoor, print, online, media innovations, channel partnerships, on-air contests and various on-ground promotions at direct consumer touch points weaving in greater interactivity with the listeners.

The hoardings around Mumbai will include various innovations like 3D cutouts, neon signage/lighting, props in an attempt to break clutter, create impact and generate higher recall.RED FM COO Abraham Thomas said, "Radio as a medium has evolved from being a passive to an active medium and now an interactive medium! `Red Mike` is the first attempt by a radio station towards creating listener generated content, through true interactivity which actually goes beyond SMS and telephones¦and results in the brand being embedded in the listeners minds." Red FM Mumbai station and marketing head Anuj Singh said, "Red FM stands distinct from any other radio station in the city when you look at its positioning. With the launch of `Red Mike` we extend the same attitude by placing the power in the listener`s hands."