Hot on the
heels of its television campaign, Radio City 91.1FM, takes its 'Fun ki nayi bhasha' campaign outdoors, on-ground, live and interactive with radio citizens across the country.
Radio City is running the contest nationally from June 25 - July 12 across Mumbai, Delhi, Bangalore, Chennai, Hyderabad and Lucknow, where listeners can pit their fun quotient with Radio City by completing one incomplete line within 10 words in a witty manner.
Speaking on the new campaign, Rana Barua, national head- marketing, Radio City says, "'Fun ki Nayi Bhasha' is a fun new language that we are creating to build on our proposition 'Whatte Fun'. It urges our listeners to look at the lighter side of life. We have taken idioms, added a fun twist to them and created a fun experience by interpreting them literally to demonstrate a whole new refreshing take on life as we know it."
One winner of this contest from each station will find himself featured on a prominent billboard out in the city on July 13, 2007 for everyone to see. Adds Barua, "The idea behind the campaign is get our audience to participate and add to the new language of fun on Radio City."
Reinforcing the outreach of its fresh mantra 'Whatte Fun' across audiences, Radio City 91.1FM is leveraging the power of multiple mediums with a hi-decibel 360 degree approach including a television and outdoor campaign integrated with programming and on-ground elements. While the outdoor campaign involves heightened visibility through billboards, mobile buses and vans, bus backs and bus shelters, there would be activation at traffic lights and presence in malls.
Taking the lead to offer a differentiated listening experience, Radio City 91.1FM unveiled a fresh outlook, 'Whatte Fun' in line with the vision of creating a national brand.