afaqs!

Radio City flashes melody 360 degrees

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | May 20, 2008
Radio City's 'Baaki Shor Machaayein, Radio City Music Sunaaaye' campaign engages listeners through on-air contests and mall activity

Radio & #BANNER1 & # City 91.1 FM has come up with an exciting 360 degree campaign to reinforce its position as the ultimate abode of melodious music.

The integrated campaign, 'Baaki Shor Machaayein, Radio City Music Sunaaaye', comprises high-impact outdoors, innovative and disruptive activation and on-air support to create a holistic and interactive brand environment for listeners. The campaign will reach out to Mumbaikars through street plays, thematic flash mobs and RJ led listener interactivity at malls.

Talking to afaqs! Rana Barua, national head, marketing and programming, Radio City, explains the purpose of the campaign: "The campaign re-emphasises Radio City's image of being purely a platform for showcasing melody based music. The core communication at the heart of the campaign clearly plays upon the fact that our programming and play lists are the result of extensive research and perfectly in sync with the musical sensibilities of all Mumbaikars."

Rana Barua
Barua explains that the campaign works at two levels: "We are distinguishing ourselves from the players who offer listeners nothing more than what can be termed as jarring music. We take pride in the fact that Radio City is all about melody. Radio City plays music. Period!" After making this clear differentiation, the idea is to establish this contrast further by translating it into an experience that the listeners can judge for themselves.

The creatives for the outdoor campaign easily translate into striking visuals, reaffirming Barua's claim that Radio City is a class apart from the others. The visuals on the hoardings range from crows cawing, dogs howling and crackers bursting - all symbolic of the cacophony on other radio stations - and are accompanied by text that reads, 'Baaki Shor Machaayein'. The visuals for Radio City depict musical instruments such as the saxophone and the keyboard and text that says, 'Radio City Music Sunaaaye'.

Demarcated spaces in malls will see radio jockeys engaging the mall visitors in small interactive activities and seeking their participation in filling up simple forms listing their musical preferences. A select few will be given gifts. As part of the on-ground activities, street plays will be performed outside public places such as movie theatres and in busy marketplaces. Music and light hearted banter on day to day issues will be the themes of the street plays.

On air, Radio City is presenting an exciting contest, Gaane Batao Cash Le Jao, on Whatte Fun Mornings (7-11am) and Radio City Joyride (5 -9pm), beginning May 19. Listeners can win cash prizes by simply giving the correct sequence of songs played during the programme.

The campaign, which has been designed by Bates 141, aims to position Radio City as the ultimate destination for melodious music.

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