Radio City pushes 'melody' brand promise

Radio City 91.1FM has launched a new campaign, titled 'Baaki Shor Machaayein, Radio City Music Sunaaye' to reinforce its positioning of  "a channel that plays melodious music.

"The core communication at the heart of the campaign clearly plays upon the fact that our programming and play lists are the result of extensive research and perfectly in sync with the musical sensibilities of all Mumbaikars," said Rana Barua, national head, programming and marketing, Radio City. This integrated campaign comprises arresting, hi-impact outdoors and disruptive on-ground activation including street plays, thematic flash mobs and RJ-listen interactivity at malls.

Extending the campaign on-air, the FM station has rolled out a contest 'Gaane Batao Cash Le Jao' on Whatte Fun Mornings and Radio City Joyride that will reward listeners who will be able to narrate the precise sequence of melodies played on the show in that hour.