Radio City has evolved from ‘City bajao’ to ‘City mein kho jao’ by unveiling a new brand campaign that will support its promise to differentiate the radio station through innovative content, interactivity with listeners and great music. The brand promise evolves around the concept of ‘ City mein kho jao’ that is also the new tagline of the radio station. The new brand campaign will be pushed forward by a number of on-air and off-air initiatives by capturing the listeners through music that caters to every mood.
Apurva Purohit, CEO, Radio City, said, “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 the country, our initial task was to urge our citizens to tune in. Having achieved that task successfully over the last few years, we felt the need to refresh and take the next step. Also, we are at an exciting juncture where we are now poised to grow into a major national player with presence across the country in key metros and towns.”
As a part of this new proposition, Radio City has developed a new station anthem composed by Shankar-Ehsaan-Loy and sung by Shaan, Nihira Joshi and Shankar Mahadevan. The anthem has two versions – one being a mellow version and the other a more upbeat version.
The new brand campaign firmly focuses on Radio City’s core target group of SEC AB, in the age group of 18-30 years. The move marks the beginning of an image makeover for the brand without moving away from the core brand ethos.
Purohit added, “Through our new brand promise, we urge listeners to indulge in music and escape into a beautiful world. Radio City has created path-breaking programmes like ‘Musical-e-Azam’ to creating content with a discerning focus on music like ‘Maya’ and ‘Chef Ali Khan’. We have always believed in one thing and that is to treat our listeners to great music.”
She added, “Though radio has been in the shadow of TV and films for long, it is now time for radio to promote music irrespective of a film’s failure or success. Radio City will now play an important role in promoting unadulterated music.”
The new brand identity is supported by a 360-degree multimedia campaign. The off-air creatives position Radio City as a companion who helps listeners move into a positive new world. One version talks about moving into a romantic state of mind, one talks about moving into a relaxed state of mind while the third talks about moving into a fun state of mind.
Saurabh Kanwar, Head-Marketing, Radio City, said, “Radio City is a music companion and our music puts listeners in a better mood. Our off-air creatives act as mood-enhancers because of appealing visuals and fresh colours, and our on-air programmes are a rich mix of great music and new shows.”
Vikas Varma, National Programming Head, Radio City, said, “70 per cent of Radio City is music based content and 30 per cent is shows like ‘Babbar Sher’, ‘Maya’ and ‘Kho jao’. We will bring new dimensions to the existing music content by inviting singers to talk about their songs, discussing the technicalities of music, etc.”
As part of providing listeners with an experiential feel of this new campaign, Radio City will take listeners to an exotic ‘Kho jao’ point. Starting February 12, 2006, every Sunday Radio City RJs will take winners of an on-air contest on a tour of one beautiful and exciting destination. Each trip will have one RJ accompanying the listeners and musicians and other entertaining artists will engage them in a host of musical games.
Varma added, “Our new identity is developed through the strategic weapon called the mood-map. This is based on the research that good music has a positive affect on the mind. Radio City will have beautiful transitions of moods throughout the day. We will also have more shows and music based on our research on the mood map.”