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.
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.
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.