Radio City 91.1FM, India's leading radio network, today announced a refreshed campaign which is a version 2.0 of its brand ideology of 'Rag Rag Mein Daude City'. With a new brand campaign, Radio City unveiled a brand film, Taxi Driver, which takes listeners on a sensorial journey of the city.
The brand film created in association with Scarecrow Communications, illustrates a blindfolded taxi driver taken through nostalgic parts of Mumbai city and being asked to guess the places he is at. The driver out of his sheer knowledge and local expertise identifies the area only by the sounds, smell and the description. The brand film highlights that the person who has the strongest connect with the city can identify the city not only with their eyes but with ears, taste and other senses. "Jinki rag rag mein city daudti ho na, woh aankhon se hi nahin, saanson se, zubaan se aur kaano se bhi city dekh lete hain.
In tandem with the refreshed messaging, Radio City launched an on-air activity, 'Kano Se Pehchano City', across Hindi speaking markets. Radio City will groove to a refreshed stationality tune that will take the listeners on a city tour. The on-air campaign will witness, Radio City RJs visiting the various nooks and corners of the city, describing the place along with its sounds and asking listeners to identify the location in their respective cities. With this new campaign, Radio City focuses on being synonymous with local culture, sights and sounds in inimitable Radio City style.
The 360-degree campaign aims to highlight the power of radio and convey the message of Radio City's micro local approach and elevate their positioning of knowing the city the best.
Commenting on the launch of the brand campaign, Mr. Abraham Thomas, CEO, Radio City said, "The new brand campaign is an attempt to highlight the power of radio as an experiential medium building a very strong imagery in the minds of the consumer. The campaign also showcases that radio is a theatre of the mind that transcends beyond being just a mere audio medium. The campaign seamlessly resonates what our brand stands for and we are hopeful that it will further help drive synergies in every city we are present in."
Commenting on the launch of the brand video, Manish Bhatt, Founder Director, Scarecrow Communications said, "It was really a goose bumpy experience for me and my team to write the story of a storyteller who can impeccably describe our city with his eyes closed and yet manages to evoke all our senses. Especially the story for a brand which entertains all our citizens without using visuals for almost two decades."
Launched in 2016, the 'Rag Rag Mein Daude City' campaign touched upon an emotion that binds citizens to their CITY. 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.
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