Radio City and Surf Excel launch “Get Dirty for Peace” initiative

Mumbai: Surf Excel, a leading detergent brand from Hindustan Unilever Limited, has come together with India’s leading Radio Network, Radio City 91.1 Fm to celebrate International Peace in Mumbai, where Children across the city got dirty for a noble cause and spread the message of peace in a unique & colorful way.

Children across Mumbai are invited to participate in this activity through an on air campaign on Radio City. Across schools, kids will leave colorful hand impressions on multiple canvases. Surf Excel will then showcase these canvasses on hoardings and in malls across the City, in a bold statement for World Peace as defined through a Child’s eyes.

Commenting on this initiative, Ashit Kukian – President – Sales, Radio City 91.1FM says, “ World is in need of peace and who else will be better messengers than little children carrying the flag of peace with them. Radio City is happy to join hands with Surf Excel to get this concept of ‘Daag acche hain’ across to people with the message of peace through this initiative. Colours make everything pleasant and beautiful and what better way to connect with children through exciting colours.”

Commenting on the campaign, Tanveer Khan- Senior Brand Manager, Surf Excel said, ‘Dirt is Good’ or ‘Daag Achhe hain’ brand idea has delivered iconic advertising and is well loved by the consumers. This initiative helps us further embed the ‘Dirt is Good’ philosophy. We believe that kids should have the freedom to experience and then only will we be able to unlock their true potential. The essence of DIG lies in unleashing human potential and inculcating good values in children. Get dirty for peace!”

Taking radio beyond the airwaves, ‘Radio City Connect’ is Radio City’s full spectrum activations cell providing end-to-end 360 degree brand marketing solutions. Adding to Radio City’s existing services in an extremely competitive marketplace, Radio City Connect taps the inherent power of radio to add value to brands through an array of customized, experiential solutions ensuring optimal audience engagement. Leveraging the strengths of radio along with ground outreach solutions through activation and digital media, Radio City Connect ensures unmatched advertiser delight by delivering pioneering; brand innovations both for national and regional advertisers nationwide.

Some of the brands to have experienced the Radio City Connect advantage include Nokia, Britannia, Business Standard, Hindustan Unilever Limited (Knorr and Domex), Philips Water Purifier, GSK, Vodafone, Marico, Ford India, Kotak Mahindra, Durex, Bharti AXA, P&G – Pantene, Cadbury India Ltd, Idea Cellular and DuPont Teflon among several others.

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. 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 discerning audiences.

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