The on-ground activity was conducted across premium residential complexes in Bangalore. Seamless streaming of high-definition movies and flawless online gaming engaged the audience. A video calling activity was conducted that allowed residents to interact with their favourite RJs through undisrupted video calling using the Airtel modem. The activity managed to attract more than 700 people who showed interest in the new offering from Airtel. Radio City emcees conducted engaging activities where internet videos and high-definition movies were highlighted. A special ‘arena' was created at the venue. An Airtel 4G gaming arena was created for high speed online gaming on multi-player portals.
Elaborating on this activity, Ashit Kukian, COO & President, Radio City 91.1 FM explained: "Radio City Connect has always looked at high audience engagement for the brand that it has associated with. It makes sure that the key attributes associated with the brand are distinctly highlighted, like in this case, the new high speed 4G LTE technology introduced by Airtel. Radio City Connect offers its clients 360 degree advertising solutions. Radio City Connect has delivered a wide variety of on-ground activities ranging from mobile road shows, multi-city mall activities, RWA activities, school/college promotions and rock shows offering its clients innovative, efficient and cost effective advertising solutions. The all-round solution ensures that the brand does not miss out on any front be it on-ground, on-air or on the social media."
The whole campaign was promoted on Radio City 91.1 FM. Pre-hype promos and mentions by the RJs created the initial buzz. Location promos were aired directly on the radio. Activity promos were conducted, where Radio City promoters spread the word about fun-filled engagements waiting for the participants at the activity venue.
Airtel wanted to promote this high speed internet offering among its target group in the highly technologically inclined Bangalore through on-ground activation. This led Radio City Connect to conceptualize this activity, coming up with ideas like video calling with the RJs. Airtel wanted an innovative medium to promote its new offering.