Home >> Media-Radio >> Article

Radio City launches second phase of ‘Rag Rag Mein Daude City 2.0’ campaign

24-January-2018
Font Size   16
Radio City launches second phase of ‘Rag Rag Mein Daude City 2.0’ campaign

Radio City 91.1FM has unveiled Phase 2 of its successful campaign, ‘Rag Rag Mein Daude City 2.0’. Radio City’s Brand campaign now enters the second phase with a 360-degree campaign across Print, TV, outdoor along with on air and digital in all Radio City’s Hindi speaking markets. Radio City’s brand campaign is launched on the back of tremendous results and engagement generated online for Radio City’s brand film which garnered a whopping 10 million views across all social media platforms.
A host of new on-air activities have been lined up to kick off the second phase, on air, aligned with the idea of knowing your city the best through five senses. Radio City’s popular morning show Kasa Kai Mumbai will witness listeners being taken on blindfolded food trails as part of the ‘Chakh ke batao’ show to take the listeners on a food trail. Similarly, the mid-morning show Mumbai Masala, run ‘Main kahan khada hoon’ contest ,that will run a month long contest each day asking listeners to guess the location the RJ is at based on the clues he shares. The evening show Taka Tak Mumbai, will feature Mumbai ko sunn’ and will engage listeners to guess the location by playing specific sounds from Mumbai city that are unique to that area.
Commenting on the launch of the second phase of the campaign, Kartik Kalla, EVP and National Head, Programming, Marketing and Audacity, said, “The passion a person feels for his city and the pride associated with the spirit of the city is something that runs deep through the DNA of Radio City. Radio, in it’s very essence is local and Radio City’s brand campaign aims to strengthen our positioning of knowing city the best by redefining ‘local’ for India. After creating a storm digitally with our latest brand film –‘Taxi Driver’ we plan to take Rag Rag Mein Daude City 2.0 to the next level by adopting 360 degree marketing approach across 33 Radio City markets to invoke the feeling of city pride and strengthen their passion for the city.”
Akshay Kumar while promoting his upcoming film Padman congratulated Radio City for their new brand campaign and said, “Mumbai city has always been close to my heart. The city has a distinct vibe in its identity, voice and feel. Radio City definitely boosts my ehsaas of being a true Mumbaikar.”
Radio City recently screened the brand film by Radio City - Taxi Driver - at the 30th Maharashtra State Police Games 2018, in the presence of Police Commissioner, Hemant Nagrale. Taxi drivers were felicitated for their immense contribution to the city’s lifeline.
Under the Rag Rag Mein Daude City 2.0, phase 2 campaign ,Radio City also launched an exclusive activity, ‘Mumbai Positive – Mumbai ki Choti Choti Khushiyaan!’ between January 17– 29. The past and present scenarios in Mumbai will be compared during the morning and evening shows. While the morning show will cover the old charm of the city, the evening show will cover the modern version of Mumbai. “Mumbai pehle bhi khush nahi tha, abhi bhi nahi, so why don’t we find #ChotiChotiKhushi in what we have?” Radio City will then create a happiness online poll basis the videos developed during these visits to the kona kona of the city and will judge people’s fondness for new v/s old places.
Launched in 2016, the ‘Rag Rag Mein Daude City’ campaign touched upon an emotion that binds citizens to their CITY. In December 2017, ‘Rag Rag Mein Daude City 2.0’ a refreshed campaign was launched with the unveiling of a brand film, Taxi Driver.

Tags Radio City Pitch Madison Report 2018

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

Radio Mirchi maintained its top spot while Fever FM replaced Big FM at the second spot in Kolkata

Singh explains why marketers should focus more on maintaining the core essence of a brand and not just innovations

Venkat brings with him over 20 years of extensive experience of working in media, creative, cultural and knowledge industries on several international projects in over 30 countries.