Television

Valentine's Day hampers on Radio City Bid2Win

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MUMBAI: Radio City and Cellcast Interactive announce a special Valentine's Day Surprise Hamper that listeners can win by bidding for it. 'Radio City Bid2Win' will be part of the Valentine's day programme line up in Mumbai, Delhi , Jaipur, Lucknow, Bangalore, Chennai, and Hyderabad.

The surprise hampers comprise of premium, lifestyle products varying from exotic cruise-liner packages to a bouquet of luxury fashion accessories valued up to Rs.1.5 million.

Listeners can win these hampers for a nominal amount by submitting the lowest unique bid via SMS to CITY BID (amount) to 6644. Based on the 'lowest' and most 'unique' bid, the winners for the hampers would be declared on-air on 13 February at 10.30 am.

Bidding for these hampers begins from 8 February 8 and closes on 12 February.

Speaking on the development Radio City vice president and head - strategic planning and alternate revenue Hemant Jain says "Reiterating our commitment to consistently provide innovative and exciting initiatives to enhance listener delight, we launched Radio City Bid2Win early last month across all our stations after the initial success in Mumbai. The Valentine's Day Special Hamper, exclusive to our listeners brings them the perfect and most simple gifting opportunity to win a specially selected bouquet of luxury and lifestyle brands and celebrate the season of love with Radio City. Hence by using technology to create interactive radio programming formats we have provided opportunities for Radio City listeners to benefit in multiple ways".

According to Radio City executive vice president and head - corporate sales Ashit Kukain "Radio City Bid2Win will provide an opportunity for an array of lifestyle brands to showcase their products to a huge audience and will also help them widen consumer base through experiential marketing. Most certainly, Radio City listeners are in for an amazing treat with the high value products on offer through a unique interactive experience."

'Radio City Bid2Win' is a unique reverse auction bidding platform developed by Cellcast Interactive India as the 'backchannel' that enables listeners to take an active role in a real-time auction using their mobile phone. Radio City has used this innovation in its prime time show Kase Kai Mumbai in November 2006. The popularity of the format was later replicated across Delhi, Jaipur, Lucknow, Bangalore, Chennai, and Hyderabad from 9 January.

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