Mumbai, 21st May 2025: Cricket fever hit the airwaves as Radio City, India’s leading radio network, became the Official Radio Partner for RCB in T20 2025! Building on successful partnerships with Mumbai Indians and Lucknow Super Giants, this hat-trick collaboration has blended sports and entertainment like never before.
For 16 seasons, the radio channel had been the voice behind the roar of Mumbai Indians, keeping fans glued to every thrilling moment. For three seasons, it powered the journey of the Lucknow Super Giants, delivering the pulse of the game straight to the airwaves. By welcoming RCB as its newest T20 partner, Radio City added another powerhouse to its elite cricketing lineup this season. With this move, the radio giant has continued to fuel the game, making every boundary, hat-trick, and cheer even louder for fans across the nation.
Radio City spiced up the cricket season with its MI Vada Pav campaign, celebrating Mumbai’s spirit through the city’s iconic street food. Every vada pav served was uniquely engraved with the hashtag #PlayLikeMumbai, symbolizing the resilience, energy, and flavour that every Mumbaikar embodies. Radio City distributed over 5,000 vada pavs across Mumbai as part of this unique initiative. The campaign kicked off with vada pav distribution at Jagran Group offices, energizing employees and internal teams. The next day, Mumbai’s famed dabbawallas delivered vada pavs to morning office-goers citywide. During a key Mumbai Indians match, Radio City’s RJ Karan and the marketing team engaged cricket fans by distributing vada pavs at Churchgate Station, a popular hub for cricket enthusiasts. The campaign concluded with a visit to Lowe Lintas, the creative agency behind Mumbai Indians’ campaigns, where the #PlayLikeMumbai spirit was shared enthusiastically. This flavourful activation ignited fan passion citywide and built a memorable connection with Mumbai’s cricket community.
Mr. Ashit Kukian, CEO of Radio City, commented, “At Radio City, our belief in crafting unique and immersive experiences for our listeners has always been at the heart of everything we do. Our winning partnerships with MI, RCB, and Royal Challengers reflect our long-standing commitment to energising cricket and bringing fans closer to the game. With our nationwide reach, dynamic programming, and talented team, we aim to create an unforgettable T20 season every year, filled with excitement, insights, and non-stop cricketing action. Our ingenious ‘MI Vada Pav’ campaign was the brainchild of RC gennarrative team, our creative brand solutions department. The campaign was more than just an activation — it was a flavourful tribute to Mumbai’s spirit, adding a delicious twist to our cricket celebrations and igniting the senses of fans citywide.”
With over 6.9 million fans tuning in across past T20 seasons, Radio City had established itself as the ultimate sound of cricket fever! From pre-match buildup to post-match analysis, Radio City ensures the excitement never faded, keeping fans engaged throughout. It was truly an electrifying season—because the game didn’t stop at the stadium, it lived on the airwaves!
For more updates and behind-the-scenes stories from the #PlayLikeMumbai campaign, stay tuned to Radio City 91.1 FM and follow us on social media.
#PlayLikeMumbai #RadioCitySupportsMI #MumbaiIndians #VadapavForMI