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Candy Class

Radio city 91.1

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    Radio city 91.1

    Candy Class Candy Class

    OVERVIEW

    In a first of its kind innovation, radio network Radio City 91.1FM has partnered with cycle candy vendors to create pop-up English schools across Dharavi and slum areas. Radio reaches more than 99% of India where approximately 30 million children live in slums.

     

    Candy vendors on bicycles who visit slum dwellings daily have been provided FM receivers and megaphones and have been incentivised to park their cycles in specific localities every week at a certain time. During these time bands, Radio City 91.1FM is airing specially designed lessons on spoken English. All the vendors have to do is tune in to Radio City on their FM receivers at the designated time slot, play the on-air English lesson, and hand out free candy to every kid who sits through it.

     

    Radio City has launched a promotional campaign to stimulate this initiative and will follow up with on-ground promotions and special activities for children conducted in slum settlements by radio jockeys and other personnel. The idea for Candy Class was developed in partnership with Grey Group India and looks to impact 3,000,000 children nationally. ACORN Foundation India, affiliated to ACORN International, is partnering on the activity in order to help build a sustainable model to popularise and scale up this project in Dharavi.

  • Services:
    Activation, Media, Advertising, Multicultural
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  • Office:
    Grey Group Asia Pacific
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