After two months of pitching, Radio City has signed on new creative partners. Meridian, which is an Ogilvy group agency, has been appointed as the creative agency to manage all aspects of brand communication for Radio City. Ogilvy One has been appointed for a 360-degree approach, with a focus on below-the-line initiatives, trade and advertisers. Lodestar Universal will continue to handle the media duties for Radio City. Hanmer & Partners has been appointed as public relations consultant. Industry sources peg the account size to be well upwards of Rs 10 crore.
Speaking on the developments, Rana Barua, National Head-Marketing, Radio City 91.1 FM, said, “Radio City is moving from a seven to a 20-city market while extending a uniform experience across markets. To ensure consistently precise communication and amplified visibility among our listeners and stakeholders across multiple mediums, we have new synergies in place. Our new partners, being the best in the industry, come on board with relevant experience, expertise and pan-India presence to support our plans. Now, we are poised to take off, and this is not only in terms of scale.”
Barua added that non-differentiation in Indian radio is a phenomenon all private FM stations were facing today. “We are focussing on addressing this and will announce our plans soon. As pioneers of private FM in India, we are committed to usher in a fresh Radio City experience, while still preserving those aspects of the station that have gained us popularity and undisputed loyalty all these years,” he observed.
Commenting on Meridian’s selection as the agency for Radio City, Piyush Pandey, Chairman, Ogilvy Group of Companies-South Asia, said, “Meridian is one of the group’s young companies with daring creative abilities. That Radio City, a young and dynamic brand, has chosen Meridian is an extremely positive decision. I am sure you will see some excellent communication work from this partnership.”