Mumbai: Mauj Mobile has signed an exclusive deal with Radio City 91.1FM. As per the two-year agreement, Mauj Mobile will power all mobile activities initiated by the FM station.

Going forward, Radio City listeners will be able to participate in contests and programmes by sending keywords and messages to the Mauj Mobile shortcode – 57007. Mauj Mobile will also create and manage a wapsite developed especially for the station’s audience base across 20 markets.

People Infocom (Mauj Mobile) CEO Manoj Dawane said, "Our deal with Radio City brings together two extremely effective and promising communication mediums – the mobile phone and the radio. Considering the rising popularity of both these mediums in the market, we believe that the core brand experience at this access point will be further enhanced."

As per the agreement, Mauj Mobile will also have exclusive telecom rights to Radio City’s content, giving users mobile access to localized shows that airs on its station.

Radio City 91.1FM CEO Apurva Purohit said, "Cellular phones have rapidly become an emerging platform for listeners to access Radio. As pioneers in the private FM arena, we believe that the core brand experience through this touch point can be greatly enhanced. To this effect, our association with Mauj will provide our listeners a direct and engaging Radio City experience allowing them seamless interactivity with the Radio City brand. Through this initiative, we are deploying technology to innovatively deliver our radio programming to offer unmatched interactivity and listener delight, thereby extending our promise of ‘Whatte Fun’ into another dimension."