Today, RnM bring you the Navratri plans of Radio City 91.1, an FM radio brand that started its operations in Bangalore in July 2001. Currently, it has a wide network spread across 20 cities - Mumbai, Delhi, Bangalore, Chennai, Ahmedabad, Pune, Hyderabad, Lucknow, Jaipur, Vadodara, Surat, Sholapur, Nagpur, Sangli, Coimbatore, Vizag, Ahmednagar, Akola, Nanded and Jalgaon.

Apurva Purohit, CEO, Radio City believes that Radio City's direct, consumer-engagement approach during the festive season makes the network stand out in the radio space. Shikha Shah and Pavan R Chawla find out that be it the listeners' home, Society, college, school or favourite hangouts, Radio City is actively engaged with them at all possible touch points to celebrate the spirit of Navratri.

Navratri is all about religious fervour through music and dance. What is your strategy to attract the maximum listeners? What are the programming specials that you have planned to be able to co-opt the on-ground fun, celebration and masti from the Navratri pandals?

Radio City promises nine days non- stop fun this Navratri as City listeners (whom the network calls Radio Cityzens – Ed) match steps with their favourite RJ, show off the latest Dandiya attires and win exclusive entry passes to the most happening Garba Nights.

The on-air plan is designed keeping in mind the local flavour in each city. The Navratri season programming commenced on 25 September exclusively for our Radio Cityzens in Gujarat  from Ahmedabad, Surat and Vadodra, with special pre-Navratri contests like â€?Mare Jau Che Garbe' and â€?9 Din Ke 90 Fundes' where listeners get a chance to win attractive Navratri gift hampers every hour.

Starting 8 October, listeners have been waking up to â€?Mataji Ni Aarti' from their favourite pandals at 7 am  â€?Jhoomo Garba Radio City Ne Sang' is 10 minutes of garba live every hour from 10 am to 8 pm.

Radio City Gujarat is taking its listeners on a non-stop 9-day-ride with non-stop garba music from 9 pm to 1 am along with special features like �Sanedo' that will keep Cityzens across Gujarat up to date any point in time with all the happenings in the city.

Listeners have been participating in �Dandiya Ne Dhan Diya Contest' every hour from 8 am to 8 pm on our Mumbai station.

Radio City Lucknow has been celebrating Navratri with an on-air Ladies Special feature �9 Din Ladki Thin Contest,' where listeners get tips on staying fit from Radio Baba.

Radio City Delhi marked the beginning of this auspicious season with the �De Dhana Dhan' contest as listeners get set to welcome Goddess Laxmi to their homes.

Our Pune station will celebrate Dandiya Live from the pandals as RJ Pooja visits the Devi Mandals to cover the aarti and speak to the celebrities and organizers, and if she spots you saying the best Ukhana, you win a nine-yard saree. Our Ahmednagar station is airing the contest �Navrang,' and one gets live tips from our grooming experts at Radio City Pune.

What are your promotional plans during Navratri?

Radio City has adopted a direct-to-home approach this Navratri. Our station is celebrating the �Society Dandiya Ramzat' with thousands of residents in the comfort of their own societies and within college campuses with The �Dil Mil Gaye – Dandiya Nights,' Dandiya Classes and �Jhoomo Garba – Non-Stop', which is across 9 pm to 1 am of Garba Nights.

Radio Cityzens in Ahmedabad are having a great time with RJ Aseem who is trying to find the â€?City Ki Best Jodi' couple across 30 societies. Our listeners there are winning entry tickets to Dandiya nights at Pushparaj -  Raas Taali, Shree Sharda Garba (Garba Ni Ramzat), Garbe Ghoomjo Raaz and SOI Dandiya. The winners of this Society Garba Contest will be invited for a grand finale on Dusshera at Ahmedabad Central Mall.

In Mumbai, Radio City is coming up with non-stop 9-hour dandiya with â€?Radio City Ke Roaming Raas' troupe visiting various societies, schools, colleges, malls, BEST and police colonies every day for 9 days. RJs Ada and Archana are visiting the famous Dandiya events and awarding  the best dancers with â€?The Golden Dandiya Award' along with Navratri gift hampers and Garba venue passes that are being won every hour.

We have created a �Sanedo' (a style of garba singing) that will keep our listeners up to date any point in time with all the latest happenings in the city. A special program called �Jhoomo Garba Radio City Ne Sang' with 10 minutes of Garba Live every hour from 10 am to 8 pm is something listeners will enjoy.

Traditionally, how does Navratri impact advertising on Radio in general, and on your network in particular?

The advertising curve obviously moves up north and east this festive season as local and national brands pour in marketing budgets to woo their target audience  Players that provide customized content integration stand out, and Radio City has always believed in providing something unique and exciting to its listeners and brands.

(Tomorrow: Fever and Radio Misty)