Radio City creates a visual impact, creates music video

By , agencyfaqs!, Mumbai | In Media Publishing | May 24, 2007
Radio City has gone a step further after creating a new positioning. It has launched an album and a music CD around it

A few weeks

ago, Radio City 91.1FM launched its new brand identity, 'Whatte Fun', to build brand distinction in the market. The new identity resulted out of insights derived from consumer research conducted by Radio City in association with Synovate.

Apurva Purohit
Apurva Purohit, CEO, Radio City, says that the research identified a segment of listeners called 'relaxation seekers'. "This segment comprises people who listen to radio for unwinding and relaxing, while also looking for fun," she says, explaining the rationale behind the new positioning, 'Whatte Fun'.

The radio station has come out with a music video extending its presence in the visual medium. The three minute video, 'Bolo Whatte Fun', has been directed by Rohan Sippy, and the music is by Vishal-Shekhar. The lyrics have been penned by Meridien, the radio station's creative agency. It is being touted as the daily dose of light-heartedness for people immersed in their daily routines.

The video will be aired on all major music channels. Purohit says, "We have always wanted to be in the forefront of innovation and this is a step towards that." In fact, the radio station takes pride in claiming to be the first radio channel to leverage multiple mediums to communicate to listeners."

Radio City has tied also up with YBR Records to release the song along with 30 other songs in the fun genre from the T- Series label.

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