Radio City has announced a strategic alliance with Vibgyor Brand Services for providing brand activation services to clients. This alliance would be beneficial to both players as Radio City would be using Vibgyor exclusively for all below-the-line activities, while the latter would be exclusively using Radio City for all radio promotions for their clients.
Speaking at a press meet to announce the alliance, Apurva Purohit, CEO, Radio City, said, “At Radio City, we looked into ourselves and went to the listeners for developing ourselves and realised that we have to make it a part of the traditional media.”
Purohit further said, “We have realised that every client wants his brand to be felt, touched, sampled and seen to deliver immediate results and the nature of radio being ‘immediacy’ it fulfils the role perfectly. While Radio City will continue to entertain listeners with our music expertise, along with Vibgyor, we aim to keep building the effectiveness of the brands associated with us in a more comprehensive manner.”
Rana Barua, National Head Marketing, Radio City, said, “Radio City has been involved in brand activation for a while. Now, we have also started measuring the results achieved from these activations programmes.”
“With this alliance, we will proactively think and tailor-make activation services for our clients,” said Ashit Kukian, EVP – Corporate Sales.
The broad category of services offered by this new set up would include brand, retail and trade, thereby covering the entire range of activation services, including promotions, conferences, concerts, sampling, market visits, door-to-door selling, mailing among others. The channel also intends to have dedicated people who specialise in each and every area of the activity.
According to Ankur Karla, MD, Vibgyor Brand Services, “Radio is an extremely powerful medium and we believe that activations truly demonstrate the power of radio in driving response or footfalls.”