Radio City 91.1 FM has launched its latest brand campaign titled 'City First Toh Aap First' that focuses on the brand's 'consumer first' ideology. Reaching out to its listeners, Radio City 91.1 FM explores the different facets of listeners' lives and creates multiple platforms to connect with them.
Radio City aims to touch various points of listeners' lives such as college life, religious beliefs, marriage, and youth and make them special. Among the other initiatives, listeners get treated like a VIP. Some of the attractions are a luxury ride to their destination and sending out health drinks for joggers.
Besides jingles and interactions on radio, Radio City is using OOH, print ads as well as social media postings. It has gone in for ground activation, where Radio City volunteers help listeners at various locations - like crowded markets or railway stations - to cut short their wait in long queues as the former give up their places in the queue.
Radio City is also exhorting its listeners to build 'a better society' by getting them to control the pollution emitted by vehicles. The brand is looking towards creating a stronger connect from the campaign with the audiences, reach out to its loyal customer base and strengthen its engagement with them.
The month-long campaign kick-started with the teaser phase and was conceptualised by and designed by Scarecrow Communications. The radio channel also owns web radio stations called Planetradiocity. Radio City is present in 20 cities across India.