Radio City launches Go Karting championship for corporates

By Chhavi Tyagi , afaqs!, New Delhi | In Advertising | June 18, 2009
Radio City Connect, the activation arm of Radio City, will organize this event

Many media organisations are getting interested in launching their in-house properties, for which they also own the Intellectual Property Rights (IPRs). The latest to join the bandwagon is Radio City Connect, the activation arm of Radio City, which has launched the 'Maruti Suzuki Ritz presents Force India and Radio City Connect corporate Go Karting Championship'.

This is Radio City Connect's first sports-based property and the activation division plans to turn it into an annual championship. The championship, in its first year, will see participation from 50 corporates across Mumbai, Delhi, Chennai, Bengaluru and Hyderabad. The entire championship will also be integrated on-air on Radio City to amplify the initiative and connect with the listeners.

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Ashit Kukian, president, sales, Radio City speaks to afaqs! on the new initiative: "As a radio station, we cater to only SEC A and B audience. We know through our daily interaction with our listener base that this audience is very interested in sports. Besides, Go Karting is a sport that provides a thrill to even those without any professional aspirations. There are all possibilities of us extending it into an annual property, considering the response we have got, both from the listeners and the sponsors."

Some of the major corporates participating in the championship are: Accenture, Sulekha.Com, Dell, Capgemini, Sun Microsystems and Hewitt Associates.

Speaking on Maruti Suzuki Ritz being the main sponsor and the partnership with Force One, Kukian says, "Maruti Suzuki has the same target audience that we are targeting through the championship. Therefore, they saw this as a great opportunity to create awareness about their new car through associating with our property, as well as influencing some of the buying decision in their favour. As for Force India, their primary objective is to popularise Formula One racing through this initiative."

The championship will get on-ground on June 20 and the finale is expected to take place on June 28.

The corporates will first compete in the five regional rounds in all five metros, with local Go Karting grounds hosting the action. The top three winners from each region will fight it out for the all India Corporate Go Karting Championship in Mumbai.

The winning company will be honoured with the title, Go Karting Champions --Company, and members of the team will be individually awarded the Corporate Go Karting Champion title.

The national winner, along with the first runner-up, will get an opportunity to go for the Singapore Grand Prix, the world's only Formula One night race, which is to be held on September 25, 26 and 27. The winning team will also meet the Force India Formula One team, which will participate in the Grand Prix.

Kukian says that Radio City Connect is looking at coming out with other sports-based properties, which will not only create salience for the main brand, but also bring listeners close to Radio City. "This is only the beginning of bigger things to come and of creating many more experience platforms for our listeners as well as advertisers. Such initiatives also help us to build confidence of our advertisers in our marketing and execution abilities."

As for the sponsors and partners, the event is supported by Maruti Suzuki Ritz as the presenting sponsor and partnered by Force India. Kingfisher Airlines is the airline partner; while is the online partner for the entire event. The event is further supported by the Associate sponsors: Reliance Mobile, Cadbury Bourneville and Aegon Religare Life Insurance.