Radio City gets serious about activation, ropes in Vibgyor as partner

By , agencyfaqs! | In Media Publishing | January 18, 2007
Radio City has decided to consolidate and spruce up its activation business by entering an alliance with Vibgyor Brand Services, which handles brands such as HLL, Dabur, Reliance etc

Radio & #BANNER1 & # City 91.1 FM doesn't want to be left behind in the activation race, and this explains its full-fledged roll out of an on-ground activation service in alliance with Vibgyor Brand Services, a below-the-line marketing and promotions company.

With this alliance, Radio City hopes to offer a one-stop-shop solution ranging from customised on-air provision to on-ground activities. An array of services such as promotions, conferences, concerts, sampling, research, direct selling and mailing will be provided.

Apurva Purohit

Ankur Kalra
Though Radio City has been into activation before, this marks the beginning of a structured and consolidated service. "We will now have a team which will look into this activity in detail and strengthen the brands that have been associated with us in a comprehensive manner," says Apurva Purohit, CEO, Radio City.

This alliance will service advertisers of Radio City as well as Vibgyor, and will pitch for new businesses as well. Radio City promises a conceptualisation, implementation and measurement of promotions undertaken for the client in order to ensure effectiveness.

Rana Barua, head, marketing, Radio City, adds, "Our approach will be the key differentiator in our activation service. The emphases will be on understanding the brand, connecting to the consumer and getting the desired results." As of now, Radio City has about 5-6 clients.

Headed by Ankur Kalra, Vibgyor is headquartered in New Delhi and is spread across Mumbai, Chandigarh, Lucknow, Jaipur, Bangalore, Chennai and Kolkata. It does work for companies such as HLL, Modi Group, Dabur India, America Online, Reliance Communications, and Idea Cellular.

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