Financial Daily from THE HINDU group of publications
Thursday, Feb 02, 2006


Group Sites

Marketing - Advertising

Radio City unveils new brand identity

Our Bureau

Mumbai , Feb. 1

WHILE the first four years of its marketing and advertising campaign was focused on getting the consumers to tune into FM radio (with its City Bajao tagline), Radio City will now try to tell its audiences to get involved in its channel and escape into a new world.

The company launched its new brand tagline, City Mein Kho Jao, which promises to offer innovative content and music leadership. Also launched is a new Radio City anthem composed by Shankar-Ehsaan-Loy.

Addressing a press conference, Ms Apurva Purohit, CEO, Radio City, said the company would not only look at offering differentiated content, but would also patronise new talent. "We want to work as partners with the music industry by patronising new talent."

The company has started a programme called RC Live in Bangalore recently, which patronises local bands, and the coming months, said Ms Purohit, would see the launch of more such programmes across cities, that would encourage local talent.

As part of its new brand identity, the company would also try to reshuffle its content based on mood mapping. "There is usually a lot of dissonance in what a listener wants to hear during a particular time of the day and what is actually played. For instance, most listeners wouldn't like to listen to a Kajra Re early in the morning. Since 70 per cent of our content is music, we have mapped songs and placed them accordingly," said Ms Purohit.

"There will be a smooth transition of moods throughout the day, with more cheerful numbers in the morning and high energy ones in the evenings. Even our new anthem has been composed in different scales, tones and beats to reflect various moods," she added.

The new brand identity would be supported by a 360-degree media campaign, which positions Radio City as a companion which helps its listeners to move into a positive new world.

Ms Purohit said that the coming months would see a lot of localisation of content across centres. "The essence of Radio City would be the same, but programming content will differ."

More Stories on : Advertising

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Ten Sports to hike ad rates for ODIs by 30 pc on DD feeds

Radio City unveils new brand identity
Delta loyalty programme for SMEs
ACNielsen service to track OTC retail market
Heritage plans retail foray
`Retail sector will be opened up further in a calibrated manner'
Hind Group launches `Fast Trax' fast food chain
Market research body opens Bangalore chapter
Adwareonline's Triumph
Vummidi Bangaru gets IGI certification
RPG Retail VP quits; to head Dimexon venture
Cadbury peps up brand Halls with `Fresh Mint'

The Hindu Group: Home | About Us | Copyright | Archives | Contacts | Subscription
Group Sites: The Hindu | Business Line | Sportstar | Frontline | The Hindu eBooks | The Hindu Images | Home |

Copyright 2006, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line