Home >> Media-Radio >> Article

Radio City Brings Alive the Power of Radio with the Launch of ‘Rag Rag Mein Daude City’

15-December-2017
Font Size   16
Radio City Brings Alive the Power of Radio with the Launch of ‘Rag Rag Mein Daude City’

Radio City 91.1FM, India’s leading radio network, today announced a refreshed campaign which is a version 2.0 of its brand ideology of ‘Rag Rag Mein Daude City’. With a new brand campaign, Radio City unveiled a brand film, Taxi Driver, which takes listeners on a sensorial journey of the city.

The brand film created in association with Scarecrow Communications, illustrates a blindfolded taxi driver taken through nostalgic parts of Mumbai city and being asked to guess the places he is at. The driver out of his sheer knowledge and local expertise identifies the area only by the sounds, smell and the description. The brand film highlights that the person who has the strongest connect with the city can identify the city not only with their eyes but with ears, taste and other senses. “Jinki rag rag mein city daudti ho na, woh aankhon se hi nahin, saanson se, zubaan se aur kaano se bhi city dekh lete hain.

In tandem with the refreshed messaging, Radio City launched an on-air activity, ‘Kano Se Pehchano City’, across Hindi speaking markets. Radio City will groove to a refreshed stationality tune that will take the listeners on a city tour. The on-air campaign will witness, Radio City RJs visiting the various nooks and corners of the city, describing the place along with its sounds and asking listeners to identify the location in their respective cities. With this new campaign, Radio City focuses on being synonymous with local culture, sights and sounds in inimitable Radio City style.

The 360-degree campaign aims to highlight the power of radio and convey the message of Radio City’s micro local approach and elevate their positioning of knowing the city the best.

Commenting on the launch of the brand campaign, Mr. Abraham Thomas, CEO, Radio City said, “The new brand campaign is an attempt to highlight the power of radio as an experiential medium building a very strong imagery in the minds of the consumer. The campaign also showcases that radio is a theatre of the mind that transcends beyond being just a mere audio medium. The campaign seamlessly resonates what our brand stands for and we are hopeful that it will further help drive synergies in every city we are present in.”
Commenting on the launch of the brand video, Manish Bhatt, Founder Director, Scarecrow Communications said, “It was really a goose bumpy experience for me and my team to write the story of a storyteller who can impeccably describe our city with his eyes closed and yet manages to evoke all our senses. Especially the story for a brand which entertains all our citizens without using visuals for almost two decades.”

Celebrity superstar Richa Chaddha complimented Radio City on the new campaign. Commenting about the impact of radio, Richa said, “Radio has the power to entertain masses across all classes of society and has a reach that is unmatched in comparison to any other medium. Radio City brings to life the true spirit of the city in the form of entertainment and helps bind together listeners from every nook and corner of the city. The ‘Rag Rag Mein Daude City’ campaign is a true reflection of the power of radio and portrays how it best relays the pulse of the city.”

Launched in 2016, the ‘Rag Rag Mein Daude City’ campaign touched upon an emotion that binds citizens to their CITY. Radio in its very essence is local just as every city has its unique identity, and it is this sentiment that Radio City takes to the next level by redefining ‘local’ for India.

Tags Radio City Radio City 91.1FM

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey