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Radio City Connect says ‘Lift Kara De’ with Asian Paints

The month-long initiative provided pleasant surprises to enrich listeners’ lives

BestMediaInfo Bureau | Delhi | June 22, 2012

A dash of colour in the monochrome of life, that’s what surprises are for all of us. Radio City Connect recently joined hands with Asian Paints to splash colour in every Mumbaikar’s life where pleasant surprises greeted people at the least expected places and moments.

Radio City Connect’s ‘Lift Kara De’ campaign tied up with the biggest lifeline of Mumbai – dabbawalas. As many as 15,000 sweet boxes were kept inside the dabbas. The activity was spread across various restaurants and some Cinemax outlets in Mumbai. People were surprised to receive a complimentary dessert in their favourite restaurant or redeemable food coupons at Cinemax ticket counters.

The ‘Lift Kara De’ activity touched people’s lives in the most unique ways possible. A few of the listeners received a call to be surprised by their favourite RJ quizzing them on their very own Mumbai city. Three correct answers ensured an Asian Paints Tractor Emulsion ‘Lift Kara De Delight’. The topping on the cake was the ‘Ek second me RJ’ surprise where one got to play a song of his choice on Radio City and actually be ‘on air’ to introduce the song.

Elaborating on this unique initiative, Ashit Kukian, COO & President, Radio City, said, “Establishing a personal connect with listeners has always been our highest endeavour. This activity was the outcome of innovative ideation and great execution on part of Radio City Connect to forge a special relationship with our listeners. This engaging 360 degree format leverages the uniqueness of surprises in every person’s life and ensures a long-lasting impression in their minds.”

‘Lift Kara De’ has been a month-long surprise fest that concluded recently. It has been one of the most memorable and going by the great response, one of the most successful activities of Radio City Connect.

Radio City Connect is the non-traditional revenue (NTR) arm of Radio City and provides complete one-window local advertising solutions by combining radio, activation, events, online and mobile.

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