Mumbai: 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. This, after having received a Grand Prix last year at the prestigious Spikes Asia Advertising Festival.

Radio City partnered with candy sellers to teach spoken English to slum kids in a first-of-its-kind tie-up. Incentivizing 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.