Our campaigns blend brand proposition & current situation: Kartik Kalla, Radio City

Kartik Kalla, Chief Creative Officer, Radio City, shares more on the innovative campaigns that the brand has recently come up with

e4m by Noel Dsouza
Updated: May 8, 2020 2:18 PM
Kartik Radio City

With the entire nation grappling with the COVID-19 virus, Radio City has come up with a number of innovative campaigns to renew the relationship with consumers and to incite hope.

In an interaction with exchange4media, Kartik Kalla, Chief Creative Officer, Radio City, shared insights on the campaigns and how important it was for media platforms to stand up for their consumers during these unprecedented times.

Provide us an overview of the campaigns - ‘Concert From Home’, ‘Radio City ka Salaam corona fighters Ke Naam’ and the most recent ‘Ghar Se Na Niklenge’ anthem.
In terms of ‘Concert From Home’, we were the first radio channel to do something like that and we had actually coined it in 2017. We had plans to do it later in the year but we preponed it and said this would be a great service to our listeners now rather than later. I think we have the best affinity when it comes to industry singers because we have worked with them before. We are doing a concert every day with a new artist across all our cities. Taking on a 100 artist from Amit Trivedi to Raftaar. We are also delivering the message about donating to the PM’s fund. We had a good response from the ‘Gig City’ initiative devised long ago and we have now converted it into ‘Concert From Home’. There will be a blend of local languages depending on the city in these concerts.

Radio listenership, time spent, reach and engagement have increased during the lockdown. We give comfort to the people through our RJ’s.

Since ‘Rag Rag Mein Daude City’ is our brand strategy, we have a microlocal approach, so it is essentially the stories that are part of our programme called COVID Voice. It is about how people who have come forward in terms of great work and service for that particular city. All the cities are carrying their local hero stories. ‘Radio City ka Salaam corona fighters Ke Naam’ is what we are calling it.

The third is, of course, the song which our in-house agency AudaCITY has created: ‘Ghar Se Na Niklenge’ Anthem which has Bollywood singers, TV personalities, and social media influencers.

We have also come up with Master Class and Workshops like The Art of Storytelling and Fitness videos. All our RJs are doing videos with experts at all local levels.

How important is it for media platforms to stand up for their consumers during these unprecedented times?
It is critical in these times because listeners look up to you. In these times when people are stuck at home their entire lives have taken a beating and they are feeling insecure. We are providing a sense of security to people and telling them that everything will be okay. Radio’s bound has further strengthened in these times because of the way we have conducted ourselves, approaching our listeners and the way they are reciprocating.

How important is it to keep the core brand identity in check whilst conceptualising campaigns for COVID-19?
The beauty of Radio City’s proposition which says that we are all about the city - ‘Rag Rag Mein Daude City’ - fits perfectly with the campaigns. During these times, it is a natural blend between our proposition and what is going on in the city. We are blending our proposition with the real-time situation in the city, staying true to our proposition but further enhancing it.

What has been the consumer reaction for these campaigns on social media?
We have garnered millions of reach and engagement. The consumers have been very encouraging, not only in terms of radio content but the extension on social media as well.

Lastly, how does a media platform stay unique amongst the clutter of COVID-19 social campaigns?
The important thing is to stay relevant, be true to the consumer mindsight and insight. The consumer mindsight right now is slightly fearful about what lies ahead. The idea is to stay positive, unique, and relevant in these times of uncertainty.


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