Radio City promotes Alto's Let's Go mantra

By Justin Thomas , afaqs!, New Delhi | In Media Publishing | December 31, 2008
In a tie up with Maruti Suzuki, Radio City is encouraging its listeners to hit the road on weekends

Escaping & #BANNER1 & # hectic city life for a time out is essential, though not many take up the challenge on the pretext of daily chores. However, some who manage to do it in spite of constraints for weekend getaways are those who have learnt the tricks of juggling.

Radio City, in a tie up with Maruti Suzuki Alto, is running a 26 week activity, called Alto Let's Go Weekend, to get its listeners out of their regular lives and drive off. It is offering tips on destinations to escape to and asking listeners to relate their experiences to encourage others to take up the road.

"Alto's punchline - Let's Go - fits in seamlessly to encourage our listeners to take up the challenge," says Ashit Kukian, executive vice-president and national head, sales, Radio City. The activity is strategically aired for an hour on Friday mornings.

During the programme, Alto Let's Go Weekend, the radio jockeys (RJs) in six cities - Delhi, Mumbai, Bengaluru, Hyderabad, Chennai and Pune - will focus on a destination for the weekend. While speaking to afaqs!, R Venkatasubramanian, vice-president, Lintas Media Group, the AoR on Maruti, says, "The show will highlight the whole nine yards of the travel plan."

He adds, "This means details about the place/destination, how to reach that place, the distinct features/virtues of the destination and the kind of food available. Essentially, what will make a weekend getaway more memorable and exciting."

He also informs that over a period of time, the idea is to make a travelogue of destinations which will become a big property for Alto to associate with its core DNA and punchline of Let's Go. Further, to make it interactive and get the listeners a recommendation, the RJs hosting the show will ask for volunteers to share their experiences on air and give their approvals for those considering to decide on the specific place.

Talking to afaqs!, B Vivek, assistant general manager, marketing, Maruti Suzuki India Ltd., says, "Being a fuel efficient car, you can drive the Alto for as long as you want to and wherever you want to." He adds, "The idea is to encourage spontaneity and relate efficiency with going off to weekend destinations."

The idea for this activity was drawn up to carry forward the relationship between Maruti Suzuki and Radio City as the car maker is a regular advertiser on it. "The radio activity also marks Alto's venture into a new and upcoming approach to brand building: content driven communication where the essence of the brand is integrated into a content that is genuinely beneficial to consumers' life," informs Vivek.

"We want to create a property on air and we have worked extensively in terms of zeroing in on locations and getting expert views on the issue. We hope to come up with more ideas to push forward future initiatives," adds Kukian.

Across the week, Radio City will run promos which will talk about this theme and also put in place pre-teasers of the destination to be unravelled on Friday. The activity ends on May 8, 2009.