Radio City says ‘Thank You’ to its listeners
The listeners were given a chance to put forward their demand on air and Radio City made sure it was fulfilled.
Published - Oct 27, 2011 8:57 AM Updated: Oct 27, 2011 8:57 AM
Radio City reciprocated the love and affection of its Mumbai listeners who voted it as the city’s leading radio station. To thank its listeners, Radio City introduced a unique campaign that invited its listeners to demand any wish from Radio City. Radio City activated and made sure the demands were heard on air and very equally executed.
Radio City listeners were given the opportunity to make any demand which was fulfilled by Radio City’s popular RJs. For instance, an ardent fan of Amitabh Bachchan requested Radio City for a chance to meet the star on his birthday. RJ Palak surprised the listener by taking him to meet Mr. Bhachchan on his birthday.
Listeners also got a chance to become RJs on Radio City’s popular morning show ‘Kasa Kai Mumbai’ where they interviewed Bollywood celebrity Imran Khan who in turn selected the most impressive RJ. Popular RJ Rohit of ‘Takatak Mumbai’ delighted a listener by actually cleaning his house and babysitting the children. A listener who wanted to learn how to ride an auto rickshaw was given an opportunity to do so by Radio City. A band that has been dreaming of their first public performance got a chance to hit the airwaves on the popular afternoon show ‘Hum Tum’ with RJ Adaa. Radio City’s morning show ‘Kasa Kai Mumbai’ with RJs Salil and Archana surprised their listeners by giving them a chance to seek Dia Mirza’s expert advice on Love Breakups and Zindagi.
Radio City marketed the campaign by directly going to the residential societies of the listeners to celebrate the occasion with them. They organized get-togethers with listeners to thank them for choosing Radio City as the leading radio station. Radio City popular RJs interacted and celebrated with the listeners.
Customer testimonials were played on air which helped listeners talk about their listening experiences and best Radio City moments. Apart from these, various above the line promotional activities also took place which included out of home campaigns including Cab Branding and print campaign.
Talking about this initiative, Ashit Kukian, COO, Radio City, said, “We are extremely delighted and overwhelmed with the love and appreciation we have been receiving from our Mumbai listeners. The main aim of the ‘Thank You Campaign’ was to reinforce our bond and emotional connect with our listeners. We deployed a mix of above the line, below the line and on-air promotions to promote this campaign.”
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