'City Mein Kho Jao' with Radio City

Televisionpoint.com Correspondent
Radio City, has unveiled its 'new brand campaign', with a new brand promise aimed at differentiating the brand through innovative content, music leadership, thought leadership and passion. The brand promise evolves around the concept of 'City Mein Kho Jao', also the new tagline of the radio station. With a host of on-air & off-air initiatives, the new brand campaign aspires to capture the radio listener through during the course of the day with music that caters to every mood.

As part of this new proposition, Radio City has developed a new station anthem, which is composed by Shankar-Ehsaan-Loy, one of India's Best Music Directors, and is brought to life by singing sensation, Shaan, Nihira Joshi and Shankar Mahadevan himself. The new brand campaign firmly focuses on Radio City's core Target Group of SEC AB, in the age group of 18-30 years. The move thus, marks the beginning of an image makeover for the brand, without moving away from the core brand ethos. Radio City aims at redefining the listening experience by introducing innovative, interactive and differentiated content catering to the needs of the present day listener.

Announcing the new brand identity of the company, Apurva Purohit, CEO, Radio City said, "The announcement of our new brand promise is a step ahead from our earlier proposition of 'City Bajao'. Being one of the pioneers of FM radio in this country, our initial task was to urge our
'City'zens to tune in. Having achieved that task successfully over the last few years, we felt the need to refresh and take the next step. Also, we are at an exciting juncture where we are now poised to grow into a major National Player with presence across the country in key metros and towns."

"Through our New Brand Promise, we urge our listeners to Indulge in Music and Escape with the help of Music. Radio City is best suited to make this claim since we are the Music Experts in the FM radio space. From creating path breaking programs like Musical-e-Azam to creating content with a discerning focus on Music… like Maya and Chef Ali Khan… we have always believed in One thing- and that is to treat our listeners to great music.", she added.

The new brand identity is supported by an exciting 360£ multimedia campaign. The off-air creatives, position Radio City as a 'companion' who helps the listener move into a positive new world. One rendition talks about moving into a 'romantic' state of mind, one talks about moving to a 'relaxed, chilled out' state of mind while the third talks about moving into a 'fun & masti' state.

Radio City plans to provide its listeners with an experiential feel of this new campaign in the true sense of its new brand promise 'City Mein Kho Jao' by taking them to an exotic Kho-jao Point. Starting February 12, 2006, every Sunday, Radio City RJs will take the winners of an on-air contest on a tour of one beautiful and exciting kho-jao destination, which will be an off-the-cuff and exclusive destination. The kho-jao trip will have one RJ accompanying the listeners, along with musicians and other entertaining artists and will engage them in a host of musical games. A combination of good food and good music, will render the winners with a feeling of 'City Mein Kho Jana….' – an escape into a blissful world of music

Be it through the vivacious radio jockeys going all out to make the listeners 'smile' and groove to foot-tapping music, interactivity or with the help of novel shows like Babbar Sher, Maya, Musical-e-Azam, Radio City's fresh sound is all set to mesmerize its audience with a unique listening experience.