Radio City 91.1 FM -'Fun ki nayi Bhasha'

FUN se bachke kahan jaoge? A new infectious language is taking over the country! Hot on the heels of its television campaign, Radio City 91.1FM, India's Leading Radio Network, takes its ‘Fun ki nayi bhasha’ campaign outdoors, on-ground, LIVE and interactive with Radio Cityzens across the country!

Radio City 91.1FM is running a one of a kind contest nationally from June 25 – July 12, 2007 across Mumbai, Delhi, Bangalore, Chennai, Hyderabad and Lucknow where listeners can pit their Fun Quotient with Radio City by completing one incomplete line within 10 words in a witty manner. Taking listener interactivity to the next level, one lucky winner to this contest from each station will find himself featured on a prominent billboard out in the city on July 13, 2007 for everyone to see!

Speaking on Radio City’s outdoor campaign, Mr. Rana Barua, National Head – Marketing, Radio City 91.1 FM said, “’Fun ki Nayi Bhasha' is a fun new language that we are creating to build on our proposition ‘Whatte Fun’. It urges our listeners to look at the lighter side of life. We have taken idioms, added a fun twist to them and created a fun experience by interpreting them literally to demonstrate a whole new refreshing take on life as we know it. The idea behind the campaign is get our audience to participate and add to the new language of fun on Radio City. Combined with our brand video, music CD, microsite, on-air initiatives and TVC, our fresh initiatives will further enhance and amplify our communication to our listeners across the length and breadth of the country.”

Commenting on feedback to Radio City’s fresh outlook, Mr. Barua added, “We are quite thrilled on the response we have received so far. It’s really been very positive, be it from our listeners or other players across industries. With the 'Whatte Fun' song we revived the concept of enjoying life. People have started catching onto our outlook of Whatte Fun and enjoying it too!”
Reinforcing the outreach of its fresh mantra ‘Whatte Fun’ across audiences, Radio City 91.1FM is leveraging the power of multiple mediums with a hi-decibel 360 degree approach including a television and outdoor campaign integrated with programming and on-ground elements. While the outdoor campaign involves heightened visibility through billboards, mobile buses and vans, bus backs and bus shelters there would be activation at traffics lights and presence in malls.
Taking the lead, to offer a differentiated listening experience, Radio City 91.1FM unveiled a fresh outlook, 'Whatte Fun' in line with the vision of creating a national brand. From a broad base, Radio City fine-tuned the core-target audience through focused segmentation to SEC AB 25-35.

With a bouquet of exciting, path breaking programmes for the first time on Indian radio, Radio City 91.1FM is poised to capture and sustain the biggest share of ear delivering an unmatched radio experience.