Initiative Media in partnership with Radio City bags Gold at Media Abby’s Goafest 2022 for Chhorii

Initiative Media, a full service global media agency in partnership with Radio City, India’s leading radio network has won a Gold Award at Media Abby’s Goafest 2022 for an innovative radio campaign for the movie Chhorii by Amazon Prime Video. As an exclusive radio partner for Chhorii, the victory exemplified Radio City's innovative transformation by turning the radio station into a haunted city to intrigue the listeners.

Radio City developed a unique and creative campaign that capitalized on the film Chhorii’s haunting lullaby played on a vintage transistor. The lullaby was incorporated throughout several Radio City properties and elements to establish a high-frequency recall and to spark people's interest in the film. The unsettling lullaby interrupted RJs' on-air shows and disrupted the stationarity, creating the desired curiosity among the listeners. During the teaser and promotion phase of the movie campaign, Chhorii’s haunting lullaby and unsettling voice and dialogues became an invasion across the studio. Along with the theatre of mind treatment used in the concept for on-air promotion, a visual aid was provided for listeners to experience the same.

Commenting on the win,  Kartik Kalla, Chief Creative Officer, Radio City said, “Initiative Media showed conviction in Radio City to design a campaign for an eminent leader such as Amazon Prime Video. We, therefore, devised a promotional strategy for the movie Chhorii by popularizing most engrossing lullaby throughout our radio stations. The campaign generated a high-frequency recall, which led to an enormous amount of hype around the film. It thus gives us immense pleasure that Initiatitive Media nominated this campaign and it won a Gold award at Media Abby's Goafest 2022. Such triumphs boost our optimism to continue exploring unique brand solutions and expand our creative frontiers by capitalizing on campaigns and elements in creating a lasting impression in the minds of our audiences.”

Aarathi Bhat – Vice President; Initiative Media said, “Amazon Prime Video’s ‘Chhorrii’ is a paranormal horror mystery centred around the key character Choti Mai & her haunting lullaby. Thus when we were tasked with the objective to create advocates for the content in the cluttered OTT space, Radio – with its power to set off the listener’s imagination became the perfect go-to medium. Our idea was simple – convert Radio City into a haunted city leaving listeners to figure out the mystery behind. We disrupted FCT & Non-FCT programming elements to create a sensory horror feel. Choti Mai invaded Radio City’s signature tune every hour; she interrupted all live RJs programming and further mystified listeners via roadblock on time-checks & reminders across 7 critical markets. RJs reviewed and recommended the movie. City’s most popular RJ Salil was even haunted inside the studio & his video footage made its way on Facebook and Instagram; all of this creating curiosity and huge Buzz around the title. Since execution was key to bring alive the haunted concept, Radio City with their indomitable spirit to plan and execute high caliber campaigns were our first choice and their strength in our critical geos helped cement the deal.”

Radio City is well known for its creative and content-driven campaigns that help brands stand out from the clutter. The campaign was promoted on Radio City’s social media page through a short video and reel by RJ Salil that acted as the video extension of the campaign's studio invasion concept. Chhorii’s release day witnessed the lullaby integration and disruption across the day on all Radio City shows with teaser transitions executed on separate time bands. Post the release of the movie, the campaign concluded with exclusive review videos and movie reviews by Radio City’s RJ Salil. This ‘haunted city’ campaign for Amazon Prime Video’s Chhorii was promoted across Radio City’s major stations in Delhi, Mumbai, Pune, Ahmedabad, Lucknow, Kanpur and Jaipur.