Radio City connects through BEST

By Justin Thomas , afaqs!, New Delhi | In Media Publishing | February 23, 2009
Mumbai's Radio City gives commuters a treat ride on BEST buses

Ever imagined travelling in a city bus and being treated like a business class traveller? Radio City has given Mumbaikars an opportunity to be treated like a king while commuting on Brihanmumbai Electric Supply and Transport (BEST) bus No. 332, with special dishes and goodies throughout the travel.

Called 'Route Number 91.1 Fuket Mazaa' - the initiative involves using a branded double decker bus on a particular route for 12 hours, starting at eight in the morning. The radio jockeys (RJs) will conduct fun based activities during the journey. Any person entering the bus will not be charged for using the bus service.

& #BANNER1 & #Speaking to afaqs!, Rana Barua, executive vice-president and national head, programming and marketing, Radio City, says, "The idea was to capture a mode of transport and connect locally - which is what the radio medium aims at." He informs that the initiative will be held regularly in the city as concepts like these go a long way in building a strong brand experience.

Similar activities were carried out by Radio City in Bengaluru, where the RJ interacted with the passengers and carried out song requests. In Mumbai, a branded bus is being used by Radio City for the purpose.

Various programmes based on the theme have been developed by the station to engage the travellers and listeners. In the Radio City Fun Seat: Baitho or Jeeto Contest, the RJ declares one seat as the 'Fun Seat' every couple of hours. Agla Stop Kaunsa is another activity where the RJ questions the traveller about the next stop, with the winners being given gifts.

Another contest, Aage Se Peeche Tak, Chal Ke Batao, Nacho Par Mat Giro, involves the commuter doing a catwalk in the moving bus. In the song request section, the RJ airs songs requested by the commuters. The RJ also carries on live chats with the commuters throughout the journey.

"Mumbai's double decker buses, which are used by lakhs of commuters, provide an excellent innovative platform for interactive brand connect," says Barua, and the operator intends to make full use of it.