Adgully Exclusive | GPL reaches out to 30 Lakh audiences: Radio City's Ashit Kukian

In early May this year, Radio City announced the first season of its Gully Premier League across Mumbai, Delhi, Bengaluru, Chennai, Hyderabad, Pune and Ahmedabad. Radio City 91.1 FM received 7000 team entries within a few weeks of announcing the initiative. GPL was a month long activity with series of matches between different regions of a city across 7 cities. Different regions competed against each other within the city for their chance to pick up the GPL CUP and a cash prize of Rs. 50,000.

In Mumbai, with 111 shortlisted teams played the 1st round of GPL Qualifiers, the matches were carried with great enthusiasm in Bhayander, Vashi, Ghatkopar and Thane. Delhi, Pune and Ahmedabad had 64 shortlisted teams for the 1st round of qualifying. While,Hyderabad and Chennai saw 44 and 32 teams playing respectively. The second round of qualifiers was on 14th and 15th May in all the cities with more teams pouring in every hour.

Talking about how the initiative engaged the listeners, Ashit Kukian, COO, Radio City 91.1 FM, tells Adgully, "Each activity differs in terms of the way it engages the audiences. GPL coincided with the Indian Premier League dates; moreover the Cricket World Cup 2011 win was an added factor that attracted a lot of audiences towards our initiative. Moreover we thought that it was also a way we as a radio station could pay respect with our own twist to the Indian team's victory this year. We were successful in creating a community of our listeners who could meet our RJs and engage better with our team."

The radio stations used a 360 degree campaign approach to promote the initiative. "We have used our radio stations extensively and we have also utilised our own digital wing- www.planetradiocity.com. OOH has also been used very extensively and also sought help from our media partners to drive the promotional activities," he adds.

The initiative had a physically reach of about 28-30 lakh people. Talking about the response to the initiative, Kukian, says, "The response for the initiative has been tremendous. We got a very good response from the audiences and at the same time our advertising partners have also got a good feedback. In various markets we have had various advertisers who have been associated with our initiative and all of them have got an outstanding response."

The activity was held across 7 cities ' Mumbai, Delhi,Bangalore, Hyderabad, Chennai, Ahmedabad and Pune. | By Prabha Hegde [prabha(at)adgully.com]