Radio City launches ‘Green n Clean ..' campaign

Radio City 91.1 FM, nation’s first ecological FM radio brand, switched to ‘Green’. In association with Maruti Suzuki CNG, Radio City 91.1 FM altered their name to Green City 91.1 FM. With the introduction of cars equipped with MSIL-CNG system powered by i-GPI Technology on Aug 13, 2010, this initiative is aimed at creating awareness about the benefits of using compressed natural gas (CNG) fitted vehicles for a 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 and the RJ’s signoff to the jingles incorporated the new look and sound of Green City 91.1 FM emphasizing the green concept.

On the occasion, Ashit Kukian, COO, Radio City, “We are happy to support MARUTI Suzuki in their effort to make the environment greener. We turned Radio City 91.1 FM into ‘Green City 91.1 FM on the 13th August. The endeavor was to ensure that the cityzens of the town register the movement and get their mind space. We look forward to offering many such innovative solutions that help clients achieve their marketing objectives”.

Commenting on this initiative, Mr. 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 into Green City. Human mind always takes cognizance of disruptions, we believe that this disruption of Radio City turning to Green City would definitely get top of mind spot with the 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.”

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