NEW DELHI: Matching step with the recent change in its programme which says 'City ban gaya behtaar' Radio City has launched its new campaign 'Celebrating Changing Delhi' in support with Telemission Media Private Limited and the Delhi government.

The month long campaign which will begin on 18 August will revolve around the four key areas of change - infrastructure, entertainment, youth and lifestyle. The radio station will deal with each topic for a week where the people of the city will share their thoughts on the changes that are taking place in the capital.

Radio City CEO Apurva Purohit says, "Delhi city is changing and Radio City, being the sound of this progressive, changing Delhi, has changed to reflect the very energy and life-force of the capital. Our 'Celebrate Changing Delhi' initiative is a fitting tribute to all those who have toiled over the years to present Delhi the quality of life it enjoys today. Whether it is the outstanding infrastructural accomplishments, the mushrooming of world-class entertainment centres or the boundless shopping and culinary options, Delhi is the place to be in! Teaming up with Delhi government and citizens alike, allows us as an FM station, to truly converge in celebration of everything that is good about Delhi. Radio City's 'Celebrate Changing Delhi' initiative is a movement; it is a community effort and everyone is invited."

The new initiative, which has a new logo for itself, is touted to be the station's biggest marketing initiative till date. Purohit elaborates, "Being a private company I cannot share the investment details but this is the biggest marketing initiative that has been put together by us."

The radio station will also be using other media for further promotion of the campaign. Purohit adds, "We would be promoting this new drive through our own channel. Apart from that, we will use other media like outdoors and road shows where RJs will be on the street to speak to Delhi- ities.

Flyovers, monuments, metro stations, commuter-friendly green and red buses, cabs, underpasses, malls, amusement parks, BRTs, shopping districts, colleges, BPOs and residential societies will all be part of this action in Delhi."

With new logo, new initiative and new programmes, it appears that Radio City is trying to boost up its listenership but to what extend its able to achieve its target is surely a wait and watch game.