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News |  26 May 2007 02:52 |  By RnMTeam

Radio City forays into multiple mediums including music, TV

MUMBAI: For the first time in India, in a new brand positioning effort, a radio brand Radio City has amplified its outlook across multiple mediums of radio, music and television, and has unveiled its music video.

Making its new fun mantra accessible to listeners nationwide, Radio City also launched the `Bolo Whatte Fun` music CD in association with YBR Records at Squeeze. It is for the first time in the history of Indian radio that a company statement said today.

Taking its promise of `Whatte Fun` to another dimension, Radio City 91.1 FM has unveiled the music video for its station song `Bolo Whatte Fun`.

The song captures the light-hearted essence of life, the statement explained.

The lively music is composed by the musical duo - Vishal Shekhar and the lyrics are by the Creative Team at Meridien. Sung by Shaan, this song is `the` daily dose of light-heartedness for people over-involved with their daily grind. By capturing life`s lighter moments, it simply brings the fun `alive`.

The 3-minute brand video for `Bolo Whatte Fun`, which has been directed by Rohan Sippy, was shot at an exotic location in Bangkok.

This energetic video is an entertaining stress buster that can be enjoyed by the entire family and is bound to bring a smile to your face.

Spelling `Whatte Fun`, the video features Vinay Pathak as the lead character who gets marooned on an island along with a host of fun characters.

Strengthening the long-term relationship, Radio City in association with YBR Records released `Bolo Whatte Fun` a twin CD pack and cassette comprising of 30 evergreen masti tracks from the T-Series collection.

This association is a stepping stone and is the first among a host of future initiatives on the anvil. The music CD and cassettes will be available for sale in all music outlets from May 27.

Present at the launch of the music video and the CD were Piyush Pandey - Chairman, Ogilvy Group of Companies - South Asia; Vishal-Shekhar, Vinay Pathak and Rohan Sippy.

Speaking at the launch, Rana Barua, National Head (Marketing), Radio City 91.1FM said, "With `Whatte Fun`, we have taken the lead, to offer a differentiated listening experience to our audiences.

"Complementing our outlook of `Whatte Fun` in the visual medium, the `Bolo Whatte Fun` music video and CD amplifies the very essence of it.

"In a rapidly evolving environment, this makes us the first FM radio brand to leverage the power of multiple mediums to the next level of interactivity with our listeners. As the pioneers to private FM in India, Radio City is once again proud to spearhead this change," Barua said.

Radio City 91.1FM`s fresh outlook `Whatte Fun`, is an outcome of an intense consumer research and insight mining across markets.

Giving listeners moments to let down their hair, to relax, to laugh at oneself and life around; to just be themselves, Radio City`s `Whatte Fun` encourages listeners to take every opportunity to break free from their anxieties.

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 across markets.

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 premium audiences.