01
MUMBAI: Radio City 91.1 FM, nation?s first ecological FM radio brand, switched ?Green?. In association with Maruti Suzuki CNG, Radio city 91.1 FM altered their name to Green City 91.1FM. They initiated the ?Green n Clean is the way of life? campaign for an entire day to celebrate green technology in the cars on Aug 13, 2010. The ?Green n Clean is the way of life? was aimed to create awareness about the benefits of using compressed natural gas (CNG) fitted vehicles for a greener and cleaner environment!
Two days before the launch, a teaser campaign was aired on Radio City to promote the green, clean, fresh air. Everything from the radio station, the RJ?s signoff to the jingles, incorporated the new look and sound of Green City 91.1 FM. On the day of the launch for Maruti Suzuki CNG, Green City RJ?s revealed the green technology from the location of the launch. Green City 91.1 FM RJs even urge Bharatwasis to take up environmental friendly modes of transportation and conducted contests where listeners had to come up with innovative full forms for the acronym CNG.
On the occasion, Ashit Kukian, COO, Radio City, ?With the vision to gift a greener tomorrow to our future generations, Radio City took on this initiative of promoting a safe healthy environment in association with Maruti Suzuki India Ltd. We supported Maruti Suzuki in their effort to make environment cleaner and greener for which we turned Radio City 91.1 FM into an environmentally conscious brand by going ?Green City 91.1 FM?.?
Commenting on this initiative, Shashank Srivastava, CGM Marketing said, ?MSIL has been a pioneer in creating path breaking brand communication campaigns, it has been our endeavor to consistently come up with clutter breaking ideas which would have a disruptive impact on consumer mindset. When MSIL decided to introduce CNG variants in five cars (which is an industry leader stance towards a greener future) we brainstormed on multiple ideas and finally zeroed in on turning Radio City 91.1 FM into Green City 91.FM. Human mind always takes cognizance of disruptions, we believe that this disruption of Radio City 91.1 FM turning to Green City 91.1 FM would definitely get top of mind spot with consumer mindscape and thus "Fresh and Green" association with our CNG range would happen indelibly?.
Commenting on this campaign, Sudha Natrajan, President & COO, LMG said, ?It is always a pleasure to ideate on the briefs of our esteemed client, Maruti Suzuki, and an energizing experience to work out innovations with Radio City 91.1 FM, to turn it into Green City 91.1 FM, supporting Maruti?s 5 cars CNG launch. Relevant and clutter breaking media innovations do add tremendous value to a brand launch.?
