Kasa Kai Mumbai: Radio City launches Musical-e-Azam 3

Televisionpoint.com Correspondent | Mumbai
Radio City to strengthen its market share amidst fierce competition and to augment its interaction with the listeners has launched a slew of new initiatives like the third edition of one of its biggest properties - Musical-e-Azam; and new shows like Kasa Kai Mumbai.

In Mumbai Radio City is placed fourth with a market share of 11.6 per cent; while in Delhi and Bangalore it is placed at fifth place and has a market share of 8.4 per cent and 11.6 per cent, respectively, as per RAM data in Week 34.

Musical-e-Azam, a live musical festival, will be on-air for two weeks from September 07 to September 18. The station has roped in 10 Indian singers - Mohit Chauhan, Shreya Ghosal, KK, Pritam, Shaan, Javed Ali, Rekha Bharadwaj, Raghav Sachar and Sajid-Wajid for the same.

In Mumbai, the radio station is busy de-stressing the lives of Mumbaikars, by sharing their concerns in its breakfast show, Kasa Kai Mumbai, on-air from Monday to Friday, 7-11 am. Musical-e-Azam will be also aired during the Kasa Kai Mumbai show.

Rana Barua, executive vice-president and national head - programming, says, "Musical-e-Azam was launched in 2006, and has been accepted well by everyone. We have not altered the format of the show much, but it has evolved over time. Moreover, it is the only event in its category, which goes live for two hours."

Barua explains that this no-holds-barred show will indulge in candid conversations, call-ins from the participant's celebrity friends and listeners, star memorabilia, and meet and greet with the listeners and fans.

To promote the festival, the station has modified its on-air identity to give the feel of the festival. Apart from the on-air promotion, Radio City is using its existing tie-ups with the advertisers to create a buzz around the festival.

As a part of the marketing initiative taken up for this property, the radio station has advertised on BEST (Brihanmumbai Electric Supply and Transport Undertaking) buses, billboards, SMS burst and Inorbit mall, Mumbai.

Moving to Kasa Kai Mumbai, the radio station has embarked on a 'de-stressing mission' by reaching out to top corporates. The company has identified corporates representing the media and entertainment business. Every week, the Radio City team, comprising a set of RJs accompanied by masseurs, sets out to pep up tired professionals with a foot massage.

As part of the four-week exercise, Radio City will visit media agencies such as GroupM, Lodestar Universal, Starcom MediaVest Group, Madison Media Group and Optimum Media Direction. In order to rope in the maximum number of working professionals for the activity, the radio station made use of posters and other publicity material in office premises, especially cafeteria.

In the past, Radio City has taken several initiatives to establish personal and social connect with its listeners. These include providing umbrellas, steaming hot tea and refreshments this monsoon to cops in Mumbai and extending a taxi service to stranded Mumbaikars during heavy rains.