Mumbai, Maharashtra, India
Radio City, India’s leading radio network, announces its collaboration with Citroen and cricket icon MS Dhoni to support Team India. This partnership aims to create the largest superfan team, with Radio City spearheading a campaign to set a record for the most cheers collected for Team India across 24 cities in the India Book of Records.
Citroen, a century-old French brand known for innovative technologies and delivering exceptional driving experiences, has teamed up with MS Dhoni to boost the passion and energy of Indian cricket fans. MS Dhoni, a celebrated cricket legend and car enthusiast, shares Citroen’s philosophy of valuing fundamental qualities. Radio City has established itself as a tech-enabled marketing solution provider, offering bespoke tactics that align with clients’ business objectives.
The campaign commenced with Dhoni-branded Citroen C3 Aircross SUVs stationed at key locations across cities to collect cheers through the Citroen microsite. The cheer collection will be captured through on-ground activations across 24 cities, dealership events, and corporate tech park activities in major metros, along with extensive promotion on radio, digital platforms, and through influencer partnerships. Fans are encouraged to cheer for Team India, with a chance to win exclusive Dhoni-signed merchandise.
Ashit Kukian, CEO of Radio City, says, “We are excited to support Citroen and MS Dhoni to enhance the enthusiasm for Team India. This partnership is a significant milestone for Radio City, aligning with our commitment to engaging our listeners and driving excitement across the country. Together, we aim to create an unmatched fan experience and contribute to the spirit of unity.”
Shishir Mishra, Brand Director – Citroen India, added, “Citroen has always been about comfort and performance, and Dhoni’s philosophy aligns perfectly with ours. This partnership with Dhoni, amplified by Radio City, celebrates the passion of Indian cricket fans. We’re not just cheering for the team; we’re creating a movement that embodies the spirit of ‘Do What Matters’. Together, we’re driving the spirit of cricket fans across India.”
Radio City’s RC gennarrative team, a leading Creative Brand Solutions Hub under Brand Radio City, excels in client-centric solutions across digital, radio, and on-ground platforms. With award-winning creativity, it leads in crafting compelling brand narratives that resonate with audiences nationwide.
RC gennarrative has been instrumental in crafting this exclusive campaign for Citroen with the core message, “”Citroen aur Dhoni ke saath Cheer Kar, India ke Jeet ko Lock Kar,” gathering maximum wishes for Team India. Radio City is the exclusive execution partner on-air, on-ground, and digital for this Pan-India Campaign.”
–Press release
