Indiantelevision.com Team

(23 May 2008 4:30 pm)

MUMBAI: Radio City has appointed Bates 141 as its creative agency. The creative agency will manage all aspects of brand communication comprising account planning, strategy and development, creative development and below-the-line initiatives.

Radio City national programming and marketing head Rana Barua said, “Having set up our ‘Whatte Fun’ stations with focused and crystal clear strategy – 2008 is clearly the year of consolidation for us. While consolidating our national presence is underway, we’re investing significantly towards a lot more city specific strategy in each of cities. There is a thrust on understanding the listeners of each city with insights into their culture and music preferences. With Bates 141 on board, the idea is to translate these insights to give creative an edge for some dynamic and clutter break advertising.”

Bates 141 Group CEO Subhash Kamath said, " We're proud to partner them and take this brand to new heights. It provides terrific challenges not just for advertising, but also in terms of brand activation and events. So we're looking forward to working on a full 360 campaign for the brand."

Recently Radio City has rolled 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 to invade the city with activation and street plays, thematic flash mobs and RJ-listener interactivity at malls.