Radio City 91.1FM has launched a new campaign ‘Rag Rag Mein Daude City’ with 20 different city-specific ‘stationality’ tunes.
Rag Rag Mein Daude City touches upon an emotion that binds citizens to their CITY. The campaign looks at creating a bond with its listeners, invoking the feeling of city pride that connects seamlessly with Radio City.
With this new campaign, the brand focuses on being identified with local culture, sights and sounds, in inimitable Radio City style. “Rag Rag Mein Mumbai City” symbolises the passion a Mumbaikar feels for the Mumbai Indians, “Madhi Madhi lo Hyderabad City” brings out the pride a Hyderabadi feels for his Biryani just as “Rag Rag Ma Ahmedabad City” signifies the connect an Amdavadi has with his or her Garba-Raas.
The anthem Rag Rag Mein Daude City has been crafted after understanding the emotions that runs through the pulse of a citizen in his day to day life. Sukhwinder Singh, Keerthi Sagathia and Karthik have lent their voices to the anthem which captivates and binds every citizen.
Abraham Thomas, CEO, Radio City 91.1FM said, “City is not just in our name, it runs through our veins and that is the thought behind this campaign. The passion a person feels for his city and the pride associated with the spirit of the city is something that runs deep through the DNA of Radio City. Radio City is not just 1 national brand but 39 (soon-to-be) local brands, and to capture this ideology we launched Rag Rag Mein Daude City, yet another pioneering initiative.”
The campaign too is completely local entailing flash mobs, viral marketing, branded merchandise and integrated branding associations on and off-air to build an emotional connect with the listeners by bringing out the feeling of city pride . The brand intends to explore various on-ground, digital and traditional communications across ATL and BTL mediums in order to build recall and salience.
Talking about Rag Rag Mein Daude City, Kartik Kalla, EVP – National Programing, Creative and Marketing Head said, “Radio City since inception has always strived towards connecting with its listeners across the length and breadth of various cities. With the Rag Rag Mein initiative, we aim to enhance this bond through countless activities engaging listeners and encouraging the proud localite in our listeners. Our 360o innovative marketing plans in tandem with the creative approach revolve around invoking the City Pride feeling every listener feels for his city”.