NEW DELHI, Apr 24:
The feel of Delhi, as a city that holds multiple meanings for multiple people, be it its varied monuments or its lip-smacking street food, has been attempted to be captured in a new anthem.
Radio City 91.1 FM, which has been active for 14 years has now come out with ‘Dilliwala’ anthem, ‘Rag Rag mein Dilli City’ as part of the station’s latest campaign aimed at invoking pride and a feeling of belongingness.
Diligently put together after understanding the emotions that run through the city in daily life, singer Sukhwinder Singh gave his voice with lyrics that reflect the spirit of a Delhiite.
“We don’t have city only in our name, it runs in our veins is the thought behind the idea and we are trying to be as local and as city specific as can be. Lyrics in the songs are also reflective of that, whether its about the heartfelt emotions of Delhiites or about the stock markets for the businessmen in Ahmedabad, the words signify the feel of the city” says Abraham Thomas, CEO, Radio City 91.1 FM.
Apart from Delhi, the campaign has been launched across 20 cities including Mumbai, Ahemdabad and Hyderabad. The signature track, ‘Rag Rag mein Daude City’, adapted into different versions has been been sung in five different languages.
Sukhwinder Singh gave voice to the anthem for Mumbai also while singer Karthik has been roped in for the Tamil, Telugu and Kannada versions and Keerthi Sagathia for the Gujarati version.
“The thought is about one’s passion for the city, it is being taken up in multiple forms and not just the jingle. Even the content of the shows throughout the day is reflective of how the place is unique in itself,” says Thomas.
For its Delhi chapter, the station has included a new activity called, ‘city ke kone kone se’ where listeners have become newsmen and provide information about the city from corners and micro spots.
“We are not covering Delhi as a whole but different individual parts of Delhi will start getting prominence in our content and this defines the ‘rag-rag mein’ city,” he says. (PTI)
The campaign is also set to strengthen its programming content with ‘Joke Studio’, a programme which started in Ahmedabad and is now in Bangalore and Delhi. In Delhi it features humour from Delhi-based artists to entertain the listeners. (PTI)
Giving chopper rides to commuters is another interesting concept, launched especially considering the Odd even period, to beat the traffic woes. The questions of the contest revolves around how well you know your city and the winners get a chance to ride in Delhi in a helicopter. (PTI)
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