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Know and sense the spirit of your city with Radio City

The channel has unveiled phase 2of its ‘Rag Rag Mein Daude City 2.0’ campaign across all platforms, lining up a host of on-air activities to show how much listeners know their city. The good response to the brand film ‘Taxi Driver’ prompted this new drive

Radio City 91.1FM has unveiled the Phase 2 of its campaign, ‘Rag Rag Mein Daude City 2.0’, with a 360-degree drive across print, TV, outdoor along with on-air and digital initiatives in all its Hindi-speaking markets.

The campaign is launched on the back of the engagement generated online for its brand film, which garnered 10 million views across all social media platforms.

A host of new on-air activities have been lined up to kick off the second phase, aligned with the idea of knowing your city the best through five senses. Radio City’s morning show Kasa Kai Mumbai will see listeners being taken on blindfolded food trails as part of the ‘Chakh ke batao’ show.

Similarly, the mid-morning show, Mumbai Masala, will run a month-long contest,‘Main kahan khada hoon’, each day asking listeners to guess the location of the RJ based on the clues he shares. The evening show Taka Tak Mumbai will feature ‘Mumbai ko sunn’and will ask listeners to guess the location by listening to specific sounds from Mumbai that are unique to that area.

Kartik Kalla, EVP and National Head, Programming, Marketing and Audacity, said, “The passion a person feels for his city and the pride associated with the spirit of the city is something that runs deep through the DNA of Radio City. Radio, in its very essence, is local and Radio City’s brand campaign aims to strengthen our positioning of knowing the city the best by redefining ‘local’ for India. After creating a storm digitally with our latest brand film, ‘Taxi Driver’, we plan to take Rag Rag Mein Daude City 2.0 to the next level by adopting a 360-degree marketing approach across 33 Radio City markets to invoke the feeling of city pride and strengthen their passion for the city.”

Akshay Kumar while promoting his upcoming film Padman congratulated Radio City for its new brand campaign and said, “Mumbai city has always been close to my heart. The city has a distinct vibe in its identity, voice and feel. Radio City definitely boosts my ehsaas of being a true Mumbaikar.”

Radio City recently screened the brand film by Radio City ‘Taxi Driver’ at the 30th Maharashtra State Police Games 2018, in the presence of Police Commissioner Hemant Nagrale. Taxi drivers were felicitated for their immense contribution to the city’s lifeline.

Under the Rag Rag Mein Daude City 2.0 phase 2 campaign, Radio City will launch an exclusive activity, ‘Mumbai Positive – Mumbai ki Choti Choti Khushiyaan!’, till January 29. The past and present scenarios in Mumbai will be compared during the morning and evening shows. While the morning show will cover the old charm of the city, the evening show will cover the modern version of Mumbai. “Mumbai pehle bhi khush nahi tha, abhi bhi nahi, so why don’t we find #ChotiChotiKhushi in what we have?” Radio City will then create a happiness online poll based on the videos developed during these visits to the kona kona (nook and corner) of the city and will judge people’s fondness for new v/s old places.

Launched in 2016, the ‘Rag Rag Mein Daude City’ campaign touched upon an emotion that binds citizens to their City. In December 2017, the ‘Rag Rag Mein Daude City 2.0’ campaign was launched with the unveiling of a brand film, Taxi Driver.

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