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Radio City’s AudaCITY gets audaciously loud

Ropes in Pritam and cricketer Dwayne Bravo on board for its post radio campaign. OLX and ITC Mom’s Magic witnessed increased engagement

BestMediaInfo Bureau | Mumbai | May 20, 2016


Radio City 91.1 FM’s specialised creative agency AudaCITY seems to be creating waves with its out-of-the-box executions. Within months of inception, the agency has designed successful campaigns for OLX and ITC.

The association was a strategic move. When the clients approached a radio broadcaster for a radio campaign, the thought was to provide a complete 360 degree platform to promote the brand. The innovative campaigns for OLX and ITC have reignited customer engagement with the brands. OLX’s 360 degree campaign ‘Ab no more dekhte hain, OLX pe bechte hain’ had a mnemonic theme by Amit Trivedi and was integrated across on and off-air initiatives. The campaign gained top of mind recall for the brands services amongst listeners by simply showing them a change in behaviour from the typical Indian ‘dekhte hain’ to a more active behaviour, ‘bechte hain.’

On the other hand, ITC’s Sunfeast Mom’s Magic revolves around the theme of mother’s love. The campaign creates an emotional connect with listeners missing their mom’s magic. The contest awarded winners across top six metros to get home to meet their moms. The campaign witnessed over 200 messages on the first day.

Speaking about the success of the campaigns, Kartik Kalla, EVP, National Programming and  Creative and Marketing Head, said, “AudaCITY has been a winner from the word go. Our efforts at creating individualised campaigns for clientele have shown great results with OLX and Mom’s Magic both requiring campaigns that would help customers reconnect with the brand. Stats show a spike in engagement, showing clients faith on Radio City.”

Apart from that the agency has begun associating with Pritam’s production house ‘Jam’ to create catchy jingles for brands. The thought behind this was to provide an integrated solution to clients for enhanced campaign success. The association is with Ultimate Sports Coaching launched by cricketer Dwayne Bravo in Chennai.  The centre is set to conduct a cricket camp soon with renowned cricketers Lance Klusener, Brian Lara and Desmond Haynes. The coaching centre aims to provide top notch cricket training to aspiring young cricketers while providing a platform for partners to create on ground visibility.

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