Mumbai: In a blockbuster move that unites cricket and entertainment, Radio City, India’s leading radio network, has taken the airwaves by storm as the Official Radio Partner for Mumbai Indians, Lucknow Super Giants, and the newest addition, Royal Challengers Bangalore, for the T20 2025 season. This marks a hat-trick of powerhouse partnerships, reinforcing Radio City’s position as the ultimate destination for cricket fanfare on radio.
Radio City has been synonymous with Mumbai Indians’ electrifying journey for the past 16 seasons, serving as the spirited voice that echoes every six, wicket, and win across the city. For the past three seasons, it has also brought the heart-pounding moments of Lucknow Super Giants to fans’ ears. With Royal Challengers Bangalore now part of its T20 roster, Radio City continues to build a formidable presence in cricket broadcasting, engaging millions of listeners across the country.
To celebrate Mumbai’s indomitable cricket spirit, Radio City launched its flavour-packed ‘MI Vada Pav’ campaign, a creative tribute to the city’s iconic street food. The initiative served up over 5,000 engraved vada pavs featuring the hashtag #PlayLikeMumbai, symbolizing the resilience, passion, and street-smart flair of the Mumbaikar.
From energizing Jagran Group offices with the first bite, to the dabbawalas delivering vada pavs citywide, and RJ Karan rallying fans at Churchgate Station, the campaign culminated at Lowe Lintas, Mumbai Indians’ creative agency — igniting fan spirit and making taste a part of the game-day ritual.
Ashit Kukian, CEO of Radio City, shared his excitement, “At Radio City, our belief in crafting unique and immersive experiences for our listeners has always been at the heart of everything we do. Our winning partnerships with MI, RCB, and Royal Challengers reflect our long-standing commitment to energising cricket and bringing fans closer to the game. With our nationwide reach, dynamic programming, and talented team, we aim to create an unforgettable T20 season every year, filled with excitement, insights, and non-stop cricketing action. Our ingenious ‘MI Vada Pav’ campaign was the brainchild of RC gennarrative team, our creative brand solutions department. The campaign was more than just an activation — it was a flavourful tribute to Mumbai’s spirit, adding a delicious twist to our cricket celebrations and igniting the senses of fans citywide.”
With a loyal base of 6.9 million+ listeners during past T20 seasons, Radio City has become the heartbeat of cricket fans, delivering pre-match excitement, live action insights, and post-match wrap-ups, ensuring that the cricket buzz continues long after the final ball is bowled.
