Candy Class Campaign – an initiative by Radio City 91.1 FM and GREY group wins The RADIO GRAND PRIX at Spikes Asia 2016
Candy Class for Radio City Takes English to the Masses
At the Spikes Asia Awards 2016 held recently, GREY group India has bagged a big win for India –the Radio Grand Prix in the category of Corporate Social Responsibility for Radio City 91.1 FM – one of India’s leading radio networks.
The campaign which rolled out earlier in the year (April 2016), took on the responsibility to teach young children, who reside in slums, the ability to communicate in English. Spearheaded by Radio City 91.1 FM, a live broadcast reached out to these kids every Sunday. A candy vendor perched on a bicycle, carried the message via a loudspeaker, playing out the broadcast. The children in turn who learnt English, were rewarded with Candy, hence the term Candy Class.
The ability to communicate in English creates many more opportunities for children in India. GREY group India incubated the idea and with its partner Radio City 91.1 FM and effectively made Candy Class a conversation for the Masses.
In Addition to the Grand Prix,GREY also bagged :
1. Gold (Use of Radio and Audio as a medium)
2. Bronze (Use of branded content / Programming)
Sandipan Bhattacharyya, Chief Creative Officer, GREY group India said, “GREY is elated, as winning for good just takes the purpose of creativity so many notches higher. Delighted that we could add a big feather to India’s creative hat at the festival. All credit to Radio City 91.1 FM, and the wonderful team there. They enabled the live lessons and together we got an important lifeskill into the children’s playground. The real winners are the children who put so much effort into the classes by their participation”
Abraham Thomas, Chief Executive Officer, Radio City 91.1 FM says, “Candy Class is our way of giving back to Mumbai in a special way. The concept blended well with our brand philosophy of Rag Rag Mein Daude City, which strives to reach out to the heart of the city. It is heartening to see that the good work we have begun is being noticed on the world stage. This award is a recognition of the power of an idea and that of the medium that was used to implement that idea. Candy class should soon scale up and spread to more cities and we are happy to enable underprivileged children to learn spoken English.”