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Radio City’s new campaign creates a strong imagery in the minds of consumers

Conceptualised by Scarecrow, the new brand campaign shows that radio is a theatre of the mind that transcends beyond being just a mere audio medium

Click on the Images to watch the Video.

In 2016, Scarecrow crafted the positioning "Rag rag mein daude city" for Radio City. Taking this thought to the next level, it has crafted a new campaign that says if a city runs through our veins, then we can see and experience the city even with our eyes closed. (Jinki rag rag mein city daudti ho na, woh aankhon se hi nahin, saanson se, zubaan se aur kaano se bhi city dekh lete hain.).

The film, Taxi Driver, is based on this emotion. To make this idea more experiential, the thought will be adapted in print, on air, digital and on-ground.

Abraham Thomas

Commenting on the launch of the brand campaign, Abraham Thomas, CEO, Radio City, said, “The new brand campaign is an attempt to highlight the power of radio as an experiential medium building a very strong imagery in the minds of the consumer. The campaign also showcases that radio is a theatre of the mind that transcends beyond being just a mere audio medium. The campaign seamlessly resonates what our brand stands for and we are hopeful that it will further help drive synergies in every city we are present in.”

City connoisseurs can be anyone – a dabbawaala, a postman, or even a food delivery guy. In this film, the story is about a taxi driver of Mumbai. The protagonist’s role is played by Surendra Rajan who has worked in the film Munnabhai MBBS and ads like Hostel |Holi (Eye bank Association of India) and Respect the National Anthem.

The film starts with the taxi driver being put to test by two youngsters. He is blindfolded and taken to one of the most nostalgic lanes of Mumbai. Just using his other senses, he guesses the place. The script is a journey that takes us to places that have been the most cultural parts of the city. A powerful performance by Surendra Rajan, documentary-style cinematography, blend of Arabic, western classical, and Indian music and an honest script makes this film a treat for all senses. The azaan at the end of the film creates a heart wrenching moment in the film.

To make the film more honest, team Scarecrow took a taxi and actually travelled through the lanes and consumed the cultural nuances. From jalebi to itr, everything about the film has come from their real experience. The screenplay and dialogues were written there itself.

The guerrilla shoot and the documentary style of capturing were figured by the director Tathagata Singha and the DOP, Sylvester, there itself.

Manish Bhatt

Commenting on the process, Manish Bhatt, Founder Director, Scarecrow Communications, said, “It was really a goose-bumpy experience for me and my team to write the story of a storyteller who can impeccably describe our city with his eyes closed and yet manages to evoke all our senses. Especially the story for a brand which entertains all our citizens without using visuals for almost two decades.”

To bring alive the sound nuances of the film, the composer duo Kedar and Bhargav too went to the actual location and recorded the actual sounds of the film. Whether it’s the bargaining sound of the foreigners or the sound of jalebi being fried, every sound present in the film is the real sound of the location.

Credits:

Client: Radio City                  

Agency: Scarecrow Communications

Creative Team: Manish Bhatt, Raghu Bhat, Joybrato Dutta, Gaurav Vaswani, Dattadri Kothur, Anny Thakkar, Vijesh Achari, Shrenik Chedda, Prasad Vadavalkar

Account Management: Arunava Sengupta, Mangesh Mulajkar, Kushank Jain, Sajesh Soman

Client Team: Abraham Thomas, Kartik Kalla, Varsha Ojha, Tipti Agarwal, Amreen Shaikh, Anay Pantojee.

Production House: Ananta Flims

Director & Editor: Tathagata Singha

Producer: Rajesh Bhanushali

DOP: Sylvester Fonseca 

Cast:

Surendra Rajan    

Onima Kashyap   

Sayandeep Sengupta

Music: Kedar & Bhargav

Recording & Mixing:  Kunal Dabolkar

Executive Producer: Ketan Shah and Brijesh Shah

Assistant Directors: Karuna Bansode and Dikshant Singh Kamboj

Camera Assistants: Sejal Kothari

Gaffer: Antony Binu

Line Producer: Amit Dey

Production: Nitin Khandebharad

Art: Sharpeye - Vinod Gaun

Recording studio: Krunal Shah (Kambay Studioss)

Recordist (Ahmedabad): Vatsal Patel (Legato Labz)

Voice Over Artists: S. M. Zaheer, Ali Zaheer

Rag Rag Song Credits:

Music Composers: Ali Zaheer, Anirban Bhatacharjee

Music Arrangement:  Anirban Bhatacharjee

Lyrics: Ali Zaheer, Saiam Hasan

Singers: Maya Iyer, Anirban Bhatacharjee

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