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.
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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