‘Radio City’s new jingle is meant to engage with Gen Z audience’

Excerpts from interview with Ashit Kukian, CEO, Radio City:

1. What was the inspiration for Radio City to change the station jingle?

The inspiration behind the introduction of our new jingle, a modern version of Rag Rag Mein Daude City #CityKiNayiVibe stems from our commitment to incessantly evolve and engage with an ever-increasing audience base, particularly the dynamic and vibrant ‘Gen Z’ segment. We wanted to capture their energy and love for music in a peppy and irresistible track that resonates with their aspirations and lifestyle. With this revolutionary one-of-a-kind catchy new station sound, Radio City aims to create a cooler, vibrant and fun-filled vibe across 39 markets. Our new jingle is set to augment our brand identity of delivering the best music and content experience allowing us to stay ahead of the curve in meaningful ways.

2. With the change in the jingle, will the core essence of the brand change?

We have launched the new jingle to augment our brand reach and engage with the most sought-after Gen Z audience. With #CityKiNayiVibe, we aim to bring a youthful, modern and cool vibe to Radio City while maintaining the core essence of the brand ‘Rag Rag Mein Daude City’. Our new jingle is set to enhance our brand identity of delivering the best music and content experience allowing us to stay ahead of the curve in meaningful ways.

3. Can you share some light on the grand launch of Radio City’s new jingle?

The grand unveiling took place at the international destination - Dubai, coinciding with the prestigious Radio City Business Titans event from 9^th to 11^th June. It was a momentous occasion for Radio City as the youthful new jingle was launched during the gala evening on 10^th June by Bollywood celebrities Suniel Shetty and Karishma Tanna as well as applauded by Nimrat Kaur and Kainaat Arora. Multiple celebrities and influencers have already commended Radio City on the launch of the mesmerizing new jingle. The radio station has incorporated the new station sound across various marketing channels such as cinema, outdoor, print, media articles, etc. to maximize reach and effectiveness. Additionally, the jingle is being leveraged on various digital platforms, including social media channels, streaming platforms, and our website. We will continue leveraging these channels to engage with our audience, create buzz, and encourage user-generated content around the jingle through contests, promotions and hook step challenges.

4. How do you think this change will augment Radio City’s growth?

We believe that our new jingle will have a significantly positive impact on consumer perception and brand recognition. It will attract new-age brands to Radio City across all 39 markets and aid in building our reach among newer markets and audiences. It will reinforce our position as a trendsetter in the realm of radio entertainment and solidify our commitment to delivering innovative and engaging content. Our jingle will also serve as a key identifier of the Radio City brand, making it instantly recognizable and reinforcing our brand presence in the minds of listeners and advertisers.

5. Can you throw some light on the artists who provided their voice to the new station sound

The jingle has been brought to life by the exceptional singers Nikhita Gandhi and Divya Kumar, who have added their dynamic and energetic touch to the new station sound. The two esteemed singers have given this modern unique track a perfect blend of youthfulness that complements our vision. For the south markets, Radio City on-boarded varied singers namely - Krithika Nelson, Nikita Gandhi & Jithin Raj for Tamil; Shashank Sheshagiri & Sangeetha Rajeev for Kannada; and Lalasa Rachapudi & LV Revanth for Telugu. All these talented singers have given this modern unique track a perfect blend of youthfulness that complements our vision.

6. What specific goals do you hope to achieve with the new jingle?

With the new jingle, our goal is to strengthen Radio City’s reach across on-air and social media platforms to tap on to the digitally savvy Gen Z audience who seek a coolness quotient in their experiences. As a part of our Radigitalization strategy, we strive to enhance brand recognition and establish the jingle as a key identifier of the Radio City brand on both on-air and digital platforms. To build further excitement on digital platforms, we will be creating a hook-step challenge to hype up the catchy new jingle. We are assertive that the jingle will generate excitement, increase engagement, drive higher audience base and reinforce our position as India's premier radio network.