Radio City hires Sheetal Mehra for BTL unit

Radio City 91.1FM has made some key alignments in the structure of its activation unit Radio City Connect. It has hired Sheetal Mehra as national sales head – activations, Radio City Connect. Mehra will be reporting to Ashit Kukian, executive vice president and national head – sales. In her new assignment, she will be spearheading Radio City Connect which comprises a national team of over 35 professionals. She will be expected to further develop the activation business for Radio City and lead innovations in the same.

Radio City Connect, which was set up to provide clients a choice of customized, experiential solutions ensuring optimal audience engagement, has brands like Nokia, Britannia, Business Standard and Hindustan Unilever (Knorr and Domex) among others.

Ashit Kukian, executive vice-president and national head – sales, Radio City 91.1FM said, "The Indian business environment is dynamically reacting to developments in the world economy. In a drive for better efficiencies on every media rupee, Indian marketers are increasingly going the micro-marketing way with a focus on select high-value, high-volume markets to cash in with more and more localized messaging. Optimal delivery to this equation is clearly radio's forte. Activations especially BTL coupled with radio is clearly the way to go and what better time to fortify this business vertical than in a scenario that spells a clear cut opportunity."