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Radio City ties up with Vibgyor for activation unit
MUMBAI: Radio City became the latest FM channel to add ‘activation’ to its range of brand value services after Red FM’s Red Activ and Radio Mirchi’s Mirchi Activation. While Red and Mirchi ‘activations’ are in house, Radio City has announced its strategic alliance with Vibgyor Brand Services. Radio City promises to provide clients end-to-end marketing solutions, thus consolidating ‘activation’ as part of its core business.
In fact ‘activation’ has become the key word for radio channels as they search for ideas to both brand themselves as well as source new ad revenue mediums or what is called NTR (non-traditional revenue). Activating helps not only in terms of revenues but also in terms of on ground presence, visibility and an opportunity to reach out to the consumer.
Speaking on the occasion Radio City CEO Apurva Purohit said, ‘Over the years we have realized that every client wants his brand to be felt, touched, sampled and seen to deliver immediate results and the nature of radio being ‘immediacy’ it fulfills the role perfectly. We have always had ‘activation’ as a key component in the services that we have been offering. While Radio City will continue to entertain listeners with our music expertise, which is our core competency, along with Vibgyor, we aim to keep building the effectiveness of the brands associated with us in a more comprehensive manner.’
Radio City national head marketing Rana Barua added, ‘The reason activations are gaining ground within FM stations is because they provide a ‘single window’ approach to our clients. Radio City has been part of on ground events and promotions for our clients earlier as well. Except that it was on an ad hoc basis. Our core expertise is music and entertainment. So we wanted to partner with a firm whose expertise in on ground brand building is established and will help our clients.’
Vibgyor Brand Services is an event management company, headquartered in Delhi and has a roster of clients including Hindustan Lever Limited, Modi Group, Dabur India, America Online, Reliance Communications, Idea Cellular and Gillette India which it promises to bring to the table for Radio City.
According to Vibgyor Brand Services, managing director Ankur Karla ‘Radio is an extremely powerful medium, which touches millions of people in one go. We believe that activations truly demonstrate the power of radio in driving response or footfalls. We hope to see a fruitful alliance with Radio City and provide enhanced value to brands.’ Radio City promoted by Music Broadcast Private Limited (MBPL) airs across Mumbai, Delhi, Bangalore, Lucknow, Hyderabad, Chennai and Jaipur. The station has also bagged licenses to broadcast in 13 more cities
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
