After the ‘Bhaiyya ki Khoj’ radio reality concept on the occasion of Raksha Bandhan last year, Radio City and Cadbury have join hands once again to celebrate Raksha Bandhan for the second consecutive year. The radio station plans to celebrate the occasion with listeners in Mumbai, Delhi, Ahmedabad, Vadodara, Jaipur and Lucknow.
The innovation is a hi-decibel campaign structured for the confectionery comprising two fun-filled on-air contests and two weekends of interactive on-ground consumer driven activities in each of the six cities.
The radio station had started the ‘Cadbury Celebrations Bandhan’ contest from August 13-17 this year celebrating the special bond between brothers and sisters, and awarding Cadbury gift hampers to winners.
The celebration closes this weekend with an on-ground activity with ‘Cadbury Celebrations Bandhan Wall of Fame’ across prominent malls in these six cities. Amidst exciting games and activities, brother-sister duos would be invited to write a special message for each other on the ‘Cadbury Wall of Fame’, winning fun gift hampers from Cadbury.
Speaking on the association, Ashit Kukian, National Head-Sales, Radio City, said, “While we entertain listeners with our music expertise, we also aim to enhance the effectiveness of the brands associated with us in a more comprehensive manner by providing innovative communications solutions to advertisers. We enjoy a great relationship with Cadbury and are confident that this year too, our association with Cadbury will further sweeten the bond between us and our listeners, thus making Raksha Bandhan even more memorable.”
The celebration will also include the ‘Cadbury Celebrations Good Bhaiya’ contest, which will counsel brothers on the kind of gifts they can get for their sisters. The contest began from August 20 and will continue till August 24. To participate, all brothers will have to send SMS to 4646, informing what gift they have planned to give their sisters. Everyday, a caller with the most unique and innovative gifting option will win a gift hamper from Cadbury.