MUMBAI: Radio City 91.1 FM, is championing the cause of music by highlighting the monotony of noise prevalent in the domain. The FM station has unleashed its new campaign 'Baaki Shor Machaayein, Radio City Music Sunaaaye', showcasing its claim on music on Tuesday, all over the country.

The campaign 'Baaki Shor Machaayein, Radio City Music Sunaaaye' lays claim that it will differentiate between this noise and melody. The campaign instantly draws a well defined line separating noise from music and Radio City reiterating the station's musical commitment to Mumbai.Says Radio City 91.1 FM national head - programming and marketing, Rana Barua, "We were the first to initiate a spark of differentiation in a cluttered market space with our adult contemporary melody music format. We are now creating a differentiated identity through the kind of music we play. As FM radio's music experts, music has always been our forte. This is reflected in our music led programming innovations and the music we play."

He says that City's playlists are extensively researched and honed to provide Mumbaikars the music they really enjoy. "Our uncompromising focus on melody sharply makes us stand out. It is with great pride and confidence in our music that I say - that Radio City plays melody. Radio City plays music, Period!" says Barua.

This integrated campaign comprises arresting, hi-impact outdoors, innovative and disruptive activation coupled with on-air support to create a holistic and interactive brand environment for listeners.

Elaborating on the creative manifestation of the 'Baaki Shor Machaayein, Radio City Music Sunaaaye' campaign, Barua says, "First, it was critical that our campaign project the stark contrast between jarring noise and soothing melody which Radio City stands for. Once we established that, the next step, was to taking this contrast further and translate it into an experience for the listener to feel and judge for himself. And this is only the first in the series of initiatives to own the melody music platform."

To make this a reality, Radio City is going guerrilla to invade the city with activation and build intrigue through captivating street plays, thematic flash mobs and RJ-listener interactivity at malls.

Extending the campaign on-air, the FM station is presenting an exciting contest 'Gaane Batao Cash Le Jao' on Whatte Fun Mornings (7-11 AM) and Radio City Joyride (5 -9 PM) from May 19 onwards. SMS vote-ins being the medium to register, Radio City RJs will choose a lucky participant, who will join in the action on-air. As a rewarding test of the listener's attentiveness, the contest has cash prizes in store for listeners who can narrate the precise sequence of melodies played on the show in that hour. With each song in the correct order, the listeners win cash and with every correct song, the amount adds up.

Summing up, Barua adds, "True to our commitment of offering an absolute 'Whatte Fun' musical experience, we conceptualized this exciting campaign.

Reaching out to Mumbai's radio citizens through a host of innovative activities, this movement is going to help us ensure that our listeners stay tuned to our 'musical' expedition. The superior quality and genre of music played on our station projects our leadership in the FM space today!"