MUMBAI: Radio City today unveiled a new brand campaign and positioning revolving around the theme of fun and romance even while pledging to expand its listenership base as new players are poised to enter the FM radio arena.

So from now on, Radio City’s tag line is going to be 'City Mein Kho Jao' (get involved within Radio City) from 'City Bajao' (play Radio City).

Announcing the new brand identity of the company, Radio City CEO Apurva Purohit said at a press conference today,” The announcement of our new brand promise is a step ahead from our earlier proposition of 'City Bajao'. Being one of the pioneers of FM radio in this country, our initial task was to urge our 'City'zens to tune in.”
She added: “We are at an exciting juncture where the company is poised to grow into a major national player with presence across the country in key metros and (other) towns."
Pointing out that the campaigns that have been decided revolve around
“romance, relaxing and having fun”, Purohit said, "Through our new brand promise, we urge our listeners to indulge in music and escape (from the routine life) with the help of music.”

The new tag will also entail launch of on and off-air initiatives. Radio City runs stations in Mumbai, Banglaore, Lucknow and Delhi.

With the new positioning, the radio station is also attempting to focus aggressively on its target group (TG) of listeners in SEC AB in the age bracket of 18 to 30 years. Introduction of innovative, interactive and differentiated content catering to the needs of the present day listeners are also on the anvil.

As part of this new game plan, Radio City has developed a new station anthem, which has been composed by Shankar-Ehsaan-Loy, one of India's best music directors, and is brought to life by singers like Shaan, Nihira Joshi and Shankar Mahadevan.

Starting 12 February, every Sunday Radio City radio jockeys (RJs) will take the winners of an on-air contest on a tour of one beautiful and exciting `kho-jao’ destination.

The station has also launched new shows like Babbar Sher, Maya,
Musical-e-Azam and would be some more shows over next couple of weeks, Purohit added.