Indiantelevision.com Team

(20 May 2008 2:30 pm)

MUMBAI: Radio City is rolling out a campaign ‘Baaki Shor Machaayein, Radio City Music Sunaaate’, highlighting its musical supremacy.

The integrated campaign includes outdoor hoardings, activation coupled with on-air support. Radio City is going guerrilla to invade the city with activation and street plays, thematic flash mobs and RJ-listener interactivity at malls.

Radio City programming and marketing head Rana Barua says, “First, it was critical that our campaign project the stark contrast between jarring noise and soothing melody which Radio City stands for. Once we established that, the next step, was to taking this contrast further and translate it into an experience for the listener to feel and judge for himself. And this is only the first in the series of initiatives to own the melody music platform."

As part of the campaign, the FM station has rolled out different contests. The contest includes Gaane Batao Cash Le Jao on Whatte Fun Mornings and Radio City Joyride.