Radio City gets aggressive in Bangalore with Kannada

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | May 29, 2008
Radio City has launched a 360 degree campaign, called 'Sikkapatte Kannada! Swalpa Hindi! Total Bengaluru', with the aim of communicating the new development to its listeners


is said to be a local medium, and embracing that adage, Radio City 91.1 FM has fully adopted Kannada in Bangalore. Recently, Fever 104 Bangalore, too, went fully Kannada.

Marking its transition to Kannada, Radio City has launched a 360 degree campaign, called 'Sikkapatte Kannada! Swalpa Hindi! Total Bengaluru', with the aim of communicating the new development to its listeners.

The campaign comprises a series of branding and marketing initiatives, coupled with interesting on-ground activations. The radio station is engaging Bangaloreans through vibrant, high impact outdoors, mall activities, road shows and on-air contests.

As part of the outdoor campaign, Radio City has put up more than 75 hoardings at prominent locations in the city. These hoardings display popular film posters of Hindi and Kannada movies and carry the campaign tagline, 'Sikkapatte Kannada! Swalpa Hindi! Total Bengaluru'. The radio station has roped in Bangalore's hallmarks such as Koshy's, Ashoka Hotel, Windsor Manor and Garuda Mall to reach out to the local population. On weekends, special contests, quizzes, fun activities and games will be conducted to engage people.

The radio station is infusing the 'Total Bengaluru' spirit in its listeners with fun contests and special programmes. An exciting on-air contest, 'Bengalur Bash - Jaeb Thumba Cash', provides Bangaloreans the opportunity to win exciting cash rewards on Whatte Fun Mornings (7-11am) and Joyride (5-9pm). The theme based contest celebrates various aspects of Bangalore such as music, dance, cuisine, culture and lifestyle.

Prominent personalities will advocate the station's new mantra in the renewed programming initiative. Listeners can tune in to the station to listen to and interact with the top stars of Kannada cinema such as Ramya and Upendra. Bangalore's prominent citizens, sportsmen and bureaucrats can all be heard on the radio station.

Radio City is extensively using its tie-up with the Indian Premier League team, Bangalore's Royal Challengers, to connect with listeners. It is also using the new language to mobilise support for the soon to be conducted Bangalore Walkathon. Radio City is the official radio partner for the Walkathon, which is sponsored by the UN and courier company TNT. Walkathon urges Bangaloreans to come out and join the fight against hunger. The radio station also has a special tie-up with the Kannada film, Bombat, which is said to be the biggest and most awaited movie in Bangalore.

Commenting on the new initiative, Rana Barua, national head, programming and marketing, Radio City, says, "We are going all out to give Bangaloreans just the right mix of Kannada music. With all the excitement that we have to offer, we are certain that Radio City is poised to become the musical getaway of choice for everyone truly Bangalorean!"

Feedback from listeners and its own research and market analysis motivated Radio City to adopt Kannada. Its listeners revealed that they would love not only to listen to local music, but also to interact on air in their mother tongue.

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