MUMBAI: Radio City 91.1 FM, India's Leading Radio Network, provided an innovative creative solution for the launch of the new Lifestyle and Home Centre by Lifestyle Store in R- City Mall, Ghatkopar that opened on March 27, 2009 and attracted a huge audience to the store. Adding to its signature �Whatte Fun', Radio City 91.1FM in a first of its kind initiative, conducted Live Outdoor Broadcasting for 2 days from R- City Mall. Mumbai's very own RJs Harssh, Archana, Mamta, Vicky and Neha carried out interactive contests, trivia on Lifestyle and Home Centre by Lifestyle, that drove crazy footfalls of nearly a lakh people each day. This is the first time in the recent past that any station has done a Live OB from the Mall.

Radio City presented the gamut of fun and offered exciting free gifts to citizens who drove in from various parts of Mumbai especially to see their favourite RJs go Live. People at the R-City Mall were excited to go live on air and crowded around the Radio City booth waiting to get their few seconds of fame. Lifestyle provided gift vouchers to boost the activity and the people were thrilled to win these vouchers. This invariably converted the window shoppers to buyers and drove sufficient mileage for the Lifestyle brand and its offerings.

On the successful campaign carried out by Radio City, Mr. Shankar Suryanarayan, Vice President, Marketing, Lifestyle International (P) Ltd said, The brief to Radio City was to come up with an innovative idea to create awareness for the new store launch and to drive footfalls. The Outdoor broadcast activation worked extremely well since it combined key merits of Radio – localisation, interactivity & RJ traction to meet the objective. The Obs created a huge buzz at the store....

Commenting on this innovative move, Ashit Kukian, Executive Vice President National Head- Sales said, As Radio City is known for providing innovative ideas and concepts to its clients, we are extremely delighted to keep up the momentum by taking this first of its kind initiative to drive maximum footfalls for the new Lifestyle store. The huge success of this campaign only encourages us further to come up with many more such exciting promotional initiatives in the near future....