Grey Advertising India

How do you take kids out of a slum? By tuning into 91.1FM.

IndiaOFFICES

  • Toggle Nav

    India

    IndiaIND

    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

    News

  • IndianOil launches Fill it to feel it campaign for Xtrapremium petrol Indian Oil launches new campaign for Xtrapremium petrol.

      

    Read
  • GREY group unleashes shararat again for Britannia Cakes GREY group unleashes shararat again for Britannia Cakes

      

    Read
  • 'Pause the morning chaos' says GREY India in its new campaign for Britannia Pause the morning chaos says GREY India in its new campaign

      

    Read
  • Empathic and authentic leadership is important Empathic and authentic leadership is important

      

    Read
  • The Times of India - Cannes is still about big ideas and clients TOI - Cannes is still about big ideas and clients

      

    Read
  • All Articles
  • IndianOil launches Fill it to feel it campaign for Xtrapremium petrol Indian Oil launches new campaign for Xtrapremium petrol. View
  • GREY group unleashes shararat again for Britannia Cakes GREY group unleashes shararat again for Britannia Cakes View
  • 'Pause the morning chaos' says GREY India in its new campaign for Britannia Pause the morning chaos says GREY India in its new campaign View
  • Empathic and authentic leadership is important Empathic and authentic leadership is important View
  • http://greycom-prd-slr.dev.aws.grey.com:8983/solr/collection1/select?q=*:*&fq=doc_type:News&fq=site_root:india&wt=json&facet.sort=count&facet=true&start=0&rows=4&group.limit=30&sort=newsdate%20desc
    http://greycom-prd-slr.dev.aws.grey.com:8983/solr/collection1/select?q=*:*&fq=doc_type:News&fq=site_root:india&fq=news_featured:"true"&wt=json&facet.sort=count&facet=true&group.limit=30&sort=newsdate%20desc
    10.0.3.235