Indian network Radio City 91.1FM has launched a new brand campaign with the tagline ‘Rag Rag Mein Daude City’.

According to the network, the campaign touches upon an emotion that binds citizens to their city and looks at creating a bond with its listeners.

With 20 different city-specific tunes, the brand is focusing on being identified with local culture, sights and sounds.

The anthem has been voiced by National Award winner Sukhwinder Singh, Gujarati singer sensation Keerthi Sagathia and South Indian singer Karthik.

“City is not just in our name, it runs through our veins and that is the thought behind this campaign. The passion a person feels for his city and the pride associated with the spirit of the city is something that runs deep through the DNA of Radio City. Radio City is not just 1 national brand but 39 (soon-to-be) local brands, and to capture this ideology we launched Rag Rag Mein Daude City”, said Abraham Thomas, CEO, Radio City 91.1FM.

Kartik Kalla, EVP – National Programing, Creative and Marketing Head says: “Radio City since inception has always strived towards connecting with its listeners across the length and breadth of various cities.  With the Rag Rag Mein initiative, we aim to enhance this bond through countless activities engaging listeners and encouraging the proud localite in our listeners.”