Mumbai: In yet another pioneering move, Radio City 91.1FM launches a new campaign “Rag Rag Mein Daude City” with 20 different city-specific stationality tunes. 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.
Rag Rag Mein Daude City touches upon an emotion that binds citizens to their CITY. The campaign looks at creating a bond with its listeners, invoking the feeling of City Pride that connects seamlessly with Radio City. With this new campaign, the brand focuses on being identified with local culture, sights and sounds, in inimitable Radio City style. “Rag Rag Mein Mumbai City” symbolizes the passion a Mumbaikar feels for the Mumbai Indians, “Madhi Madhi lo Hyderabad City” brings out the pride a Hyderabadi feels for his Biryani just as “Rag Rag Ma Ahmedabad City” signifies the connect an Amdavadi has with his or her Garba-Raas.
The anthem Rag Rag Mein Daude City has been meticulously crafted after understanding the emotions that runs through the pulse of a cityzen in his day to day life. Sukhwinder Singh, Keerthi Sagathia and Karthik have sparked up the campaign by lending their electrifying voices to the foot-tapping anthem which captivates and binds every cityzen. The anthem highlights a sense of City Pride, a sense of belonging and the passion that runs in the veins of every citizen.
“City is not just in our name, it runs through our veins and that is the thought behind this campaign. 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 City is not just 1 national brand but 39 (soon-to-be) local brands, and to capture this ideology we launched Rag Rag Mein Daude City, yet another pioneering initiative”, said Abraham Thomas, CEO, Radio City 91.1FM.
The campaign too is completely local entailing flash mobs, viral marketing, branded merchandise and integrated branding associations on and off-air to build an emotional connect with the listeners by bringing out the feeling of CITY PRIDE. The brand intends to explore various on-ground, digital and traditional communications across ATL and BTL mediums in order to build recall and salience. The anthem launched across 20 cities, voiced by Punjab di Jaan and National Award winner Sukhwinder Singh, Gujarati singing sensation Keerthi Sagathia and South Indian superstar Karthik, conveys the thought process and pulse behind a differentiated yet passionately unified campaign.
Talking about Rag Rag Mein Daude City, Kartik Kalla, EVP – National Programing, Creative and Marketing Head says “Radio City since inception has always strived towards connecting with its listeners across the length and breadth of various cities. With the Rag Rag Mein initiative, we aim to enhance this bond through countless activities engaging listeners and encouraging the proud localite in our listeners. Our 360o innovative marketing plans in tandem with the creative approach revolve around invoking the City Pride feeling every listener feels for his CITY”.
