Radio City, the radio station that has now repositioned itself as a Hindi and English Channel targetting the SEC AB 25-35, has released a music video ‘Bolo Whatte Fun’ to promote its new proposition of ‘Whatte Fun’. Along with the new tagline, the station has also brought in a programming shift with an added dose of English music in their programmes.
Stressing on the need for differentiating content on radio, Rana Barua, National Head-Marketing, Radio City, said, “For the past three to four months, we have working at creating this differentiation and now after the consumer researches, we are very clear about our audience profile consisting of 25 to 35-year-olds, whom the advertisers can also target with this segmentation.”
Agreeing with Barua, Apurva Purohit, CEO, Radio City, observed that the Indian middle-class audience is increasingly becoming global and understands two to three languages that include their local language, Hindi and English. “So, it is vital that we tap these audiences with the kind of music and programmes they want to hear,” she added.
Speaking on the marketing activities surrounding this re-branding exercise, Barua elaborated, “We will be breaking this music video on various television channels, and will also be played at various cinema halls, clubbed with a sizeable on-ground campaign.”
Divulging more on the future initiatives from the station, Barua explained the intention of the station to own the proposition of a ‘fun’ station across the country. “With a target of 20 stations, we are planning to start the remaining 13 stations before July-end. First among them will be Baroda, which will be followed by stations at Ahmedabad, Surat and other places.”
Radio City has also tied up with YBR Records and has released a twin CD pack comprising 30 tracks. The theme song for the station, ‘Bolo Whatte Fun’, has been composed by Vishal-Shekhar, sung by Shaan and written by the creative team at the station’s creative agency Meridien. Rohan Sippy has directed the music video, which has Vinay Pathak playing the lead.