This activation was conceptualized by Radio City Connect, in association with Asian Paints. It was conceptualized for an all-round brand upgradation, to increase the visibility of Asian Paints and Radio City, and to engage the target audience in a way that was close to their hearts. This almost month-long activity, which concluded on June 14, was executed in a 360 degree format with both on-air and on-ground presence.
The activity was spread across various restaurants and some Cinemax outlets, where people received a complimentary dessert at their favourite restaurant, or redeemable food coupons at Cinemax ticket counters. In addition to this, Mumbai's biggest lifeline - the dabbawalas - were also drafted into service. As many as 15,000 sweet boxes, which were sponsored by Asian Paints, were kept inside the dabbas, which served as a pleasant surprise to the customers.
‘Lift Kara De' also went on-air with some listeners receiving a call from their favourite RJs on Radio City 91.1 FM, who quizzed them about Mumbai. Three correct answers were rewarded with an Asian Paints Tractor Emulsion ‘Lift Kara De Delight'. The topping on the cake was the ‘ek second me RJ' surprise, where one got to play a song of their choice and go on air to introduce it.
Elaborating on this initiative, Ashit Kukian, COO & President, Radio City 91.1 FM said: "Establishing a personal connect with listeners has always been our highest endeavour. This activity was the outcome of innovative ideation and great execution on the part of Radio City Connect to forge a special relationship with our listeners. This engaging 360 degree format leveraged the uniqueness of surprises in every person's life and ensured a long-lasting impression in their minds."