Creative Strategy Unboxed: How Red FM Became an Icon

In March 2001, I faced a career-defining moment. I had been handed the job of leading programming for a brand-new national FM radio network, and with three licenses already secured in Mumbai, Delhi, and Kolkata, the pressure was on. But there was one problem: we still didn’t have a name.

After that Friday meeting in Delhi, I flew back to Bangalore, where I was living at the time, to wrap up everything over the weekend. By Monday morning, I was back in Delhi, pumped up to dive in headfirst. I knew this job was more than just another opportunity to lead a creative team—it was a chance to shape the future sound of Indian FM radio, to define what millions would hear every day. There was no halfway with this.

Our first challenge was to come up with a name. I vividly recall sitting in the conference room with the CEO and other senior leadership. This company was a media empire with strong brands in print and TV, so we knew our radio brand had to stand out just as much. The allure of English music was powerful at the time. We believed we could tap into the globalized, urban youth culture that was emerging across India, but we hadn’t fully grasped the depth of connection listeners had with local, film-driven content. In hindsight, it's amazing to me how badly we all misjudged our audience, obviously film music would’ve been a much better idea. But at the time, the pull towards English music seemed almost irresistible—urban, youthful, fresh.

We started brainstorming, tossing around words and ideas, but nothing stuck. Then someone said "Red." That word immediately struck me. Red is bold, powerful, and universal. When somebody says "colour," it's red that comes to mind. Right then and there, I suggested pairing it with "FM," and "Red FM" was born. It felt perfect—simple, impactful, and memorable. It stood for the attitude we wanted to project, the brand values we wanted to be known for. When asked for a tagline, I suggested not having one at all. My thinking was we should let our listeners decide what "Red FM" meant to them. It wasn’t the best idea, but with my minimalist approach, it made sense at the time. I wanted the presenters and shows to stand out and was coming up with show names like "Club Red" for our Saturday night live DJ sets and "Vintage Red" for our long Sunday afternoon retro show.

Now, here’s where the frequency came in. Branding was crucial, but recall was even more so. In the world of radio, it’s not just about being heard—it’s about being remembered. That’s why I added "93.5" to the name. Having a clear numerical identifier helped listeners remember us when surveyors came knocking, ensuring we were top of mind and top ranking in listenership studies, even though those studies were often more about marketing than actual programming decisions.

We launched 93.5 Red FM in Mumbai, playing English music with a youthful attitude and energetic vibe. Listener and advertiser feedback made one thing clear: while English music had its niche, it wasn’t resonating with the majority. People wanted music that spoke to their emotions and cultural roots. Hindi film music was the heartbeat of our audience. About a year after launch, I led a complete overhaul of our Mumbai station, shifting to an all-Hindi format. The music, presenters, and language—all changed, but we kept the name. This was more than a format change—it was a realignment with our audience.

I can’t remember who came up with it, but a few months later, in time for the Delhi launch, I was programming 93.5 Red FM "Asli Masti." When I first heard it, I knew 'Asli Masti,' didn’t quite hit the mark. It felt too simplistic and didn’t fully capture the energy or identity we were aiming for. Worse, it lacked the clarity of brand values that would distinguish us from the competition. But corporate life isn’t always about perfection—it’s about teamwork (or maybe compromise, I can't remember which).

As we grew, we started to question whether "Red FM" was still the right name for a general Hindi music station. Research even suggested a full rename might help. But when a new CEO came in, he saw something from the outside that we had missed internally: the name "Red FM" had already built strong recognition and value. He pushed us to stick with it, but reposition the brand. It was the right move.

We needed a new position and a tagline that defined who we were. I didn’t come up with it, but the moment I heard 'Bajaate Raho,' it felt perfect. It was so much more than a tagline—it was a rallying cry. Bold, relentless, unapologetic—it embodied everything we wanted to be and set us apart in a crowded market. It cut through the noise and gave us the edge we needed.

At the same time, I introduced rigorous music research methods, giving us a first-mover advantage, at least until others replicated the methodology. This data-driven music programming gave us confidence in our song selection and rotation. With that momentum, I added the word "Superhits" to our name, creating the now iconic, "Superhits 93.5 Red FM Bajaate Raho", thus branding the network as the music leader for many years to come.

Looking back, it’s clear we made mistakes. But I’m incredibly proud of how we fixed them. What started as a station playing English music evolved into one of India’s most iconic radio brands.

The journey from '93.5 Red FM' to 'Superhits 93.5 Red FM Bajaate Raho' taught me that brands evolve, but the core principles of passion, adaptability, and truly understanding your audience remain timeless. As the industry continues to change, those lessons will keep us ahead—because in the end, great brands are built on listening to the people they serve.