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Radio City 91.1 FM sings city-specific jingles

The radio broadcaster has roped in singers Sukhwinder Singh, Karthik and Keerthi Sagathia for localized versions of its city anthem, ‘rag rag mein daude city’

BestMediaInfo Bureau | Mumbai | April 21, 2016


Radio City 91.1 FM, which has been connecting with listeners for 14 years, has redefined its brand image with a new campaign ‘rag rag mein daude city’ (the city runs in our veins), to invoke pride in the city a listener dwells in.

The anthem has been sung in five different languages, Hindi, Gujarati, Tamil, Telugu and Kannada by Sukhwinder Singh (Hindi), southern singing star Karthik (Tamil, Telugu and Kannada) and Gujarati crooner Keerthi Sagathia (Gujarati), to give a local flavour to the campaign.

Abraham Thomas Abraham Thomas

Speaking to about redefining the brand image, Abraham Thomas (Abe), CEO, Radio City 91.1 FM said, “There have been evolutions in the brand image, the last one being ‘FM bole to Radio City.’ What we are doing is taking it further. We have ‘City’ in our name and as a philosophy we believe we are as local as the city. The city runs in our veins and that is the genesis of the thought ‘rag rag mein daude city’.”

The city specific jingles give the campaign a new flavour and every radio station had its own anthem. For Mumbai, it is ‘rag rag mein Mumbai city, FM bole toh Radio City’ symbolizing the passion of a Mumbaikar. In Delhi, the anthem is ‘rag rag mein Dilli city’ and for Ahmedabad, the anthem is ‘rag rag ma Ahmedabad city’ ? to connect with garba-raas.

Thomas said, “While the tune is the same, the whole lyrics are customized for Delhi or Mumbai. This is the first time that a network is taking a theme and making it so local. We are no longer just about the city; we are going micro-city. So Mumbai is divided into multiple zones, so you will get a feel of Bandra, Andheri, Kalyan and Worli, rather than Mumbai city as a whole. We’re doing this in every city and the manifestation of ‘rag rag mein daude city’ is ‘city ke kone kone me’ (in every corner of the city).”

While the anthem highlights a sense of pride in a city, it also injects a sense of belonging and passion for a city. The radio broadcaster associated with singers who are popular local names, as are Keerthi Sagathia for the Gujarati market, Karthik for the south market and Sukhwinder Singh for the north and west market of the channel.

Already, 20 Radio City 91.1 FM branded local stations have changed their anthem while the others remain a part of Radio Mantra. The campaign will also strengthen its programming content with ‘Joke Studio’, a programme which started in Ahmedabad and is now in Bangalore and Delhi too. The other markets will introduce the programme soon.

The broadcaster has gone a step further to search for local talent for other cities and in a month’s time all cities will have the localized programming. Thomas said new properties would be introduced every quarter. This quarter has begun with Joke Studio. The brand intends to explore various on-ground, digital and traditional communications across all mediums to build brand recall and salience.

Talking of the brand campaign, Kartik Kalla, EVP, National Programming, Creative and Marketing Head, Radio City 91.1 FM, said, “Radio City since inception has always strived towards connecting with its listeners across the length and breadth of various cities.  With the ‘rag rag mein’ initiative, we aim to enhance this bond through countless activities engaging listeners and encouraging the proud localities in our listeners. Our 360-degree innovative marketing plans in tandem with the creative approach revolve around invoking the city pride feeling every listener feels for his city.”

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