Radio City seems to be on an overdrive. Following the new positioning adopted by the radio player, the station has been trying to put across the communication to its listeners through all possible channels. Starting with a music video, the channel now has announced the launch of a microsite, Whattefun.com, along with TVCs. The radio station now has two commercials on-air. The second TVC went on-air early this week.
Speaking on the initiative, Rana Barua, National Head-Marketing, Radio City, said, “Our new microsite allows listeners to experience this fresh vibrancy, as well as contribute to the station’s ‘Fun ki nayi bhasha’. It is yet another initiative to reach out and be part of our listeners’ lives, and we have many such exciting plans in the offing.”
This online extension intends to offer the station’s listeners a platform for expressing themselves. The microsite also features music quizzes, video jigsaws, as well as desktop downloads, whacky character profiles from the video and forums revolving around the positioning.
The second Radio City TVC titled ‘King’ is based on the age-old adage, ‘Kutte ki doom tedi ki tedi rehti hain.’ The TVC features a king who uses the dog’s tail in a unique manner. The commercial has been directed by the creative team at Meridien, comprising Rensil D’Silva and Anup Chitnis. Abhinay Deo from Ramesh Deo Productions has produed this 40-second TVC, which is targetted at housewives and working professionals.