Mumbai: Radio City, one of India’s leading radio networks with a growing digital footprint, has announced a strategic partnership with Confluencr, an influencer marketing agency, to deliver integrated cross-platform brand solutions that combine radio reach with digital creator influence.
The collaboration aims to bring together Radio City’s extensive on-air presence, RJ-led communities, award-winning content IPs, and digital amplification capabilities with Confluencr’s influencer marketing ecosystem powered by creator networks, data intelligence, and performance-driven execution.
The partnership seeks to offer brands a unified platform that integrates the emotional connect of radio with the scale and relatability of influencer marketing.
Abraham Thomas, CEO, Radio City, said, “Radio City’s unmatched credibility on air, coupled with our rapidly expanding digital ecosystem, has consistently enabled brands to build meaningful audience connections. Our partnership with Confluencr marks a strategic evolution of this proposition by integrating the power of the creator economy into our platform. Together, we are enabling brands to move seamlessly from scale-driven awareness on radio to deeper engagement and advocacy through influencers — delivering a unified, multi-platform brand experience.”
Over the years, Radio City has expanded beyond traditional radio broadcasting to establish itself as a multimedia brand solutions provider with a strong presence across social media, video content, podcasts, and digital-first formats. Through this alliance, brands will gain access to scalable influencer-led amplification for radio-led campaigns.
Sahiba Lalwani, Founder, Confluencr, commented, “Radio City has built an incredible trust-based relationship with audiences through its on-air and digital platforms. Our influencer marketing ecosystem complements this perfectly. By combining their scale and storytelling strength with our creator intelligence and execution framework, we can help brands drive deeper engagement and measurable impact.”
The partnership will enable a range of integrated offerings including RJ–influencer collaborations, influencer amplification of radio IPs, digital-first branded storytelling across social platforms, hyperlocal influencer campaigns aligned with Radio City’s city presence, and data-backed campaign reporting and insights.
Anurita Patel, National Programming Director – Radio & Digital, Radio City, added, “Our RJs are cultural connectors and powerful community builders. Integrating influencer voices into our on-air and digital storytelling opens up exciting new creative possibilities. This partnership allows us to build campaigns that are cohesive across touchpoints — from airwaves to algorithms.”
As brands increasingly look for integrated campaigns that combine trust, engagement, and influence, the Radio City–Confluencr partnership aims to offer a future-ready solution that bridges traditional audio storytelling with modern creator-led marketing ecosystems.
