Mumbai: Radio City 91.1 FM’s specialized creative client solutions agency AudaCITY is creating waves with its audacious ideas and out-of-the-box executions. Within a few months of inception, AudaCITY has designed campaigns for brands such as ITC and OLX. Among names who have been brought on board in order to create a successful integration of marketing elements are Bollywood composer Pritam and cricketing superstar Dwayne Bravo.
AudaCITY’s innovative radio campaigns for OLX and Mom’s Magic have reignited customer engagement with the brands. OLX’360⁰ campaign “Ab no More Dekhte Hain, OLX pe Bechte Hain” had a mnemonic theme by Amit Trivedi which was integrated across on and off-air initiatives. The campaign has ensured top-of-mind recall for OLX’ services amongst listeners byshowing them a change in personality from the typical Indian Dekhte Hain to the more active, and thereby remunerative, Bechte Hain.
The campaign for ITC Sunfeast Mom’s Magic revolves around the theme of Mother’s love. The on-air campaign is targeted at those staying away from their homes. It creates an emotional connect with listeners missing their Mom’s Magic.Winners across the top 6 responding metros get to go home to meet their Mom. The campaign has been a rip-roaring success with 200+SMSes on the very first day.
Speaking about the success of the campaigns, Kartik Kalla, EVP – National Programming & Creative and Marketing Head said, “AudaCITY has been a winner from the word go. Our efforts at creating individualised campaigns for clientele has shown great results with OLX and Mom’s Magic both requiring campaigns which would help customers reconnect with the brand. Stats show a spike in engagement, thereby reposing the faith placed in Radio City by our clients”.
Another feather in the cap for AudaCITY is their association with Bollywood composer Pritam’s production house JAM to create catchy jingles for brands. The idea behind the association was to provide an integrated solution to clients for enhanced campaign success.
In keeping with their belief of providing a holistic on and off-air experience to all their stakeholders across advertisers and listeners, AudaCITY has forged a partnership with Ultimate Sports Coaching launched by modern day cricketing legend Dwayne Bravo in Chennai. The sports coaching centre is all set to conduct a cricket camp soon with renowned cricketers Lance Klusener, Brian Lara and Desmond Haynes being brought down to India. For a country where cricket is religion, the coaching centre aims to provide top notch cricket training to aspiring young cricketers while providing a platform for partners to create on ground visibility.
