Radio City launched AudaCITY, its specialized creative client solutions agency, back in January and the division, which primarily focuses on innovation-led campaigns not necessarily with radio as the primary medium, is looking to add 25 new clients to the existing Radio City clientele by the end of the year.
“There are two types of clients. The first are the high spenders who have been regularly advertising on Radio City and then there are the others who might want to but for whatever reason have not yet advertised on Radio City. We want to convert these clients,” says Kartik Kalla, EVP (National Programming & Creative) and Marketing Head, who heads the 30-member team. In the five months since its operations started, AudaCITY boasts of 4 new clients, including OLX, Fiat, ITC Sunfeast and Color’s Khatron ke Khiladi.
AudaCITY was formed to provide clients with an alternate to FCTs and radio spots, though Kalla admitted that FCTs add meaning to the campaigns done by AudaCITY. Radio City expects innovation-led campaigns, done through AudaCITY, to contribute to 35-40 per cent of Radio City’s revenues in 2016.
“Our objective is to provide media solutions to clients on any platform. We want to be the one-stop shop for creative solutions for clients and forge long-lasting relationship with them. AudaCITY builds differentiated content around client objectives rather than just using ad spots. We are moving into the space of branded content and non-FCT campaigns,” explains Kalla. He gives the example of Khatron Ke Khiladi, where Radio City RJs participated in adventure sports and activities.
Another example Kalla gave us was a campaign done for Fiat to promote safe driving, which had a person dressed up as Yamraj on the streets as well as talking in the studio. “The origin of the thought (behind the campaign) could come from a non-radio medium. For example, we could do an activation-led campaign supported by radio. On-ground (experiential) is a very important medium for us. We might also utilize print. In the coming months you will see a lot of traction on the digital medium with new campaigns (for clients). Our endeavour is to engage with clients and then decide whether the solution lies in radio (spots) or AudaCITY (360 degree campaign),” informed Kalla.
With Radio City now a part of the Dainik Jagran Group, the opportunities for the AudaCITY team are limitless and Kalla told us that the division, though an internal team, is open to work with external creative agencies as well as other entities in the Dainik Jagran Group.