MUMBAI: Radio City 91.1 FM is going in for new brand positioning, shifting its focus to audiences between 25 and 35 years, in the SEC A and B categories.

The decision was taken following research conducted on over 9000 respondents.

In a recent event, Radio City, in association with YBR Records, launched a special twin music CD pack called ‘Bolo Whatte Fun’; containing tracks from the T-Series collection. The company also unveiled a three minute music video, titled ‘Bolo Whatte Fun,’ which has been directed by Rohan Sippy and features Vinay Pathak as the lead character. 

The title song for the music video has been composed by Vishal – Shekar and has been sung by Shaan.

With this new initiative Radio City will have amplified its outlook across the major mediums of music, television and radio. Radio City plans to reach out to Baroda and has bagged broadcast licenses for 16 other cities.

Radio City national marketing head Rana Barua said, “With Whatte Fun, we have taken the lead to offer a differentiated listening experience to our audiences. In a rapidly evolving environment, this makes us the first FM radio brand to leverage the power of multiple mediums to the next level of interactivity with our listeners.”