Radio City extends a hand to de-stress corporates

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | September 07, 2009
The foot-massage activity targeting corporates aims to promote Radio City's breakfast show, Kasa Kai Mumbai

Radio City in Mumbai is busy de-stressing the lives of Mumbaikars, by sharing their concerns in its breakfast show, Kasa Kai Mumbai, on-air from Monday to Friday, 7-11 am.

To further establish a brand connect and to strengthen the listeners' association with its morning show, the radio station has embarked on a 'de-stressing mission' by reaching out to top corporates.

As part of the activity, the radio station has identified corporates representing the media and entertainment business. Every week, the Radio City team, comprising a set of RJs accompanied by masseurs, sets out to pep up tired professionals with a foot massage.

Sharing the objective and details about the new initiative, Rana Barua, executive vice-president and national head -- programming, Radio City, says, "Our station is positioned as an entity that acknowledges and respects our listeners' emotional quotient. The new effort is geared towards reaching out to the trade people and telling them that it cares."

As part of the four-week exercise, Radio City will visit organisations such as GroupM, Lodestar Universal, Starcom MediaVest Group, Madison Media Group and Optimum Media Direction.

Rana informs that the foot message takes an hour; and in the meantime, the Radio City RJs engage and entertain everyone with fun activities involving music and games.

In order to rope in the maximum number of working professionals for the activity and to spread word about the upcoming visit of Radio City team to a particular organisation, the radio station made use of posters and other publicity material in office premises, especially cafeteria.

For the activity, the radio station has partnered with Power Spa, a Mumbai based spa and management company.

In the past, Radio City has taken several initiatives to establish personal and social connect with its listeners. These include providing umbrellas, steaming hot tea and refreshments this monsoon to cops in Mumbai and extending a taxi service to stranded Mumbaikars during heavy rains.

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