How do you take kids out of a slum? By tuning into 91.1FM. How do you take kids out of a slum? By tuning into 91.1FM.
May 17, 2017
How do you take kids out of a slum? By tuning into the right station. Welcome to Radio City’s Candy Class. A partnership between GREY group and Radio City 91.1 FM that was recently awarded in the Experiential Radio and Innovation in Radio categories at The One Show, arguably the world’s most prestigous advertising awards ceremony. This after having received a Grand Prix last year at the famed Spikes Asia Advertising Festival.
It is widely known that in India, the knowledge of spoken English is a tremendous economic enabler. Candy Class aims to impart this knowledge with the help of just an FM radio transistor.
For this, Radio City partnered with candy sellers to teach spoken English to slum kids in a first-of-its-kind tie-up. Incentivising them to park their cycles in these localities every week, Radio City aired specially designed 10-minute lessons on spoken English. Every kid who sat through a lesson received free candy. With the unprecedented success of phase one, Candy Class has moved into its second term, with organised pop-up classes across multiple cities in India.
ONE SHOW PENCIL
May 17, 2017