Confirming the development to Indiantelevision.com, Radio City CEO Apurva Purohit said, "After careful securitization of all the pitches made, we are indeed happy to formally announce Everest Brand Solutions as our creative partner. We believe that Everest, with its creative expertise and innovative strategizing, shall not only ensure that Radio City sustains its current position but also takes the brand to the next level."

Thrilled at the win, Everest Brand Solutions president Mahesh Chauhan said, "We are delighted to partner with Radio City. The clincher was our passion and desire that we brought to the table. Our client portfolio has various clients and having a FM station adds to our experience of work. We are looking forward for an exciting journey together."

Interestingly, Everest did a short stint for Radio City in 2003 and lost the account in the first quarter of 2004. The agenda very clearly for the agency is to maintain the image for the radio station as a leadership brand and make it a tough barrier for newer players to come in.