Radio City 91.1FM and Cadbury join hands yet again to spread sweetness this Raksha Bandhan
MUMBAI: Radio City 91.1FM, India‘s leading Radio Network has come together with Cadbury India Ltd to celebrate Raksha Bandhan the Whatte fun way with its listeners in Mumbai, Delhi, Ahmedabad, Vadodara, Jaipur and Lucknow! Radio City and Cadbury enjoy a long standing relation and have worked together to jointly create radio innovations.
This festive season sees yet another exciting innovation from this duo. After the stupendous success of the ‘Bhaiyya ki Khoj‘ radio reality concept on occasion of Raksha Bandhan last year, Radio City and Cadbury join hands once again to celebrate Raksha Bandhan for the second consecutive year.
Radio City is spreading the sweetness of Cadbury ‘Celebration‘s Bandhan‘ this festive season through an innovative, hi-decibel campaign specially structured for the confectionary major comprising of two fun-filled on-air contests and 2 weekends of interactive on-ground consumer driven activities in each of the six cities. Jumpstarting the season, the FM station presents the interactive Cadbury Celebration‘s Bandhan contest from Aug 13-17, 2007 celebrating the special bond between brothers and sisters which will help the closest brother-sister duo win delicious Cadbury gift hampers! Listeners can participate in this contest by sending their and their sibling‘s names to 4646.
The celebration will be continued on-ground as Raksha Bandhan closes with the fun weekend Cadbury Celebration Bandhan Wall of Fame activity across prominent malls in these six cities. Amidst exciting games and activities, brother-sister duos would be invited to write a special message for each other on the Cadbury Wall of Fame winning fun gift hampers from Cadbury. Listener‘s can be part of all this action from 12 noon to 8 PM from Aug 18-19, 2007 and August 25-26, 2007 at the following locations
- Mumbai: Dome Area, Nirmal Lifestyle
- Delhi: A-Block, Main Entrance, Ansal Plaza
- Jaipur: Lobby Area, Gaurav Tower
- Lucknow: Atrium, Fun Republic
- Ahmedabad: Atrium, Fun Republic
- Vadodara: Atrium, Vadodara Central
Continuing the contests, the Cadbury Celebration‘s Good Bhaiya Contest, especially for brothers, will counsel brothers on the kind of gifts they can get for their sisters from Aug 20-24, 2007. To participate in this contest all brothers will have to send a sms informing what gift have they planned to give their sisters on 4646. Everyday a caller with the most unique and innovative gifting option will win a gift hamper from Cadbury.
Speaking on the association Mr. Ashit Kukian, National Head - Sales, Radio City 91.1FM says, "While we entertain listeners with our music expertise, we also aim to enhance the effectiveness of the brands associated with us in a more comprehensive manner by providing innovative communications solutions to advertisers. We enjoy a great relationship with Cadbury and are confident that this year too, our association with Cadbury will further sweeten the bond between us and our listeners making Raksha Bandhan even more memorable!"
Last year, Radio City in association with Cadbury India presented a reality show called ‘Bhaiyya ki Khoj‘ on radio as part of its Raksha Bandhan celebrations which received a tremendous response from listeners across the nation. The Rakhi celebrations at Radio City were kicked off two weeks prior to Raksha Bandhan, through an on-air contest where a lucky Radio City listener was selected as the RJ‘s brother. A special Rakhi ceremony was organized at the studio where amidst much fanfare and festivity, the brother-sister duo exchanged Cadbury Celebrations gift hampers.
A sustained focus on understanding listeners and leveraging the synergies of music expertise and innovative programming, allows Radio City to deliver a unique listening experience and be an integral part of the lives of listeners across markets. Aggressively looking at spreading the Radio City experience to new markets across the country, Radio City 91.1FM is committed to growing the market and creating superlative content for premium audiences.