Radio City Puts the Consumer First

By 1 , afaqs!, New Delhi | In Media Publishing | September 22, 2014
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The radio channel has launched a brand campaign where it aims to keep the consumer at the centre of its all the activities.

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.

Apurva Purohit

Speaking about the campaign, Apurva Purohit, CEO, Radio City 91.1 FM, says, "The campaign has come after the consumer insight which says that the consumer wants to know about his/her local area, an inspirational story, something new about the area and things that they do not get to find in the news or newspapers - and that too in an interactive manner."

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.

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