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Radio Mantra rebranded as Radio City

All eight stations of Radio Mantra have been rebranded to Radio City. The rebranding will further strengthen Radio City’s brand presence and reach

BestMediaInfo Bureau | Mumbai | March 30, 2017

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Radio City has announced the rebranding of Radio Mantra to Radio City 91.9 FM across all eight Mantra markets – Agra, Bareilly, Gorakhpur, Varanasi, Karnal, Hisar, Ranchi and Jalandhar. The rebranding will further strengthen Radio City’s brand presence and expand its reach to a much larger set of audience.

The programming of the rebranded stations will revolve around Radio City’s philosophy of ‘Rag rag mein daude city’ (city runs in the veins) which celebrates the pride and spirit of the city, amplifying their national presence with hyper local comprehension of markets and listeners. The brand has built various national properties such as Love Guru, Babbar Sher, Radio City Freedom Awards, Radio City Super Singer, Gig City, to name a few, which will now play out in the eight additional markets of Mantra in UP, Punjab and Haryana.

Abraham Thomas, CEO, Radio City 91.1 FM, said, “City is not just in our name; it runs through our veins. With ‘Rag rag mein daude city’ we celebrate the spirit and pride of every city. The synergies of both the brands Radio Mantra and Radio City will allow room for further innovation in terms of greater reach and listenership leading to a more meaningful brand and consumer connections.”

The transition was led by a teaser campaign ‘Ek aur naya badlav - ab aaneywala hai ek aur naya badlav khuspus khus phus...jaaney ke liye suntey rahiye...Radio Mantra 91.9 FM’ (a new change is going to come, to know more keep listening to Radio Mantra 91.9 FM) to create an atmosphere of anticipation among the listeners, culminating finally in the rebranding of Radio Mantra to Radio City.

Music Broadcast currently has 39 stations, including 11 newly acquired stations in Phase III auctions. Radio City in its third phase of expansion has recently launched Kanpur, Ajmer, Kota, Udaipur, Patiala, Jamshedpur, Bikaner, Nashik, Kolhapur, Madurai and Patna. Radio City also operates a web radio on Planetradiocity.com which has 40 stations as of date.

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