Branded cabs have started plying in Delhi under the station's 'Odd ya Even, Gaadi Dega Radio City 91.1' initiative.
The Delhi government's strategy of the odd-even numbered scheme for private vehicles in order to tackle the rising pollution levels has driven Radio City 91.1 FM to extend a helping hand to the city's commuters by providing a free cab service to its listeners on the days they would not be able to use their own vehicle. The initiative titled 'Odd ya Even, Gaadi Dega Radio City 91.1', began on January 4, with Radio City's branded cabs offering pick-and-drop services.
The activation has close to 30 Radio City cabs commuting throughout the day during a 15-day period. There are an equal number of odd and even branded cabs. Every single day there are 60-65 winners with each of them adding members to the car pool. Thus, 150 people approximately, avail of these free rides. Besides the commuting service, Radio City cabs also provide their guests breakfast.
The branded cabs have been running across various touch points in Delhi. After dropping the respective commuters to their destinations, the cabs double up as a shuttle service for the people of Delhi, plying them to the nearest metro stations.
Talking about the initiative, Satyanarayana Murthy, executive vice-president, marketing, Radio City 91.1 FM, says, "Radio City has backed the 'Odd ya Even' formula by making life a bit easier and entertaining for their listeners. They can overcome the inconvenience of not being able to commute in their vehicles by finding Radio City-branded cabs at key junctions of the city and avail the benefit of a free ride through a simple registration process. Through this initiative, Radio City is not just offering listeners convenience, but also facilitates a car pool. This encourages them to contribute their bit to help reduce pollution in Delhi."
Listeners can register themselves with Radio City through an SMS number provided to them. The radio station claims to have received more than a 1,000 text messages until now.