Radio City combined the reach of radio and the appeal of candy to create Candy Class - an innovative radio learning platform where classes are aired and all one needs is a small radio to set up a school anywhere. In the first phase, we partnered with candy sellers to draw children in the slums. Incentivising them to park their cycles in these localities every week, Radio City equipped them with FM receivers and aired specially designed 10-minute lessons on spoken English. Kids who sat through a lesson received free candy. Candy Class soon scaled up to 4 new stations and started organising pop-up schools at designated spots for slum kids and children of construction labourers. India's biggest celebrities volunteered to conduct these on-air classes and gave kids a greater reason to learn. This innovative platform has won Radio City many industry accolades as well as stature.

Media was invited to witness pop-up candy classes in the slums of Pune and Mumbai.

Celebrity guests were requested to promote the classes on-air during their interviews.

A promotional video featuring a candy vendor in Dharavi was filmed and released online to see first-hand, the impact of the initiative.

India's biggest celebrities joined the movement and became guest teachers on live Candy Classes.

We identified spots for weekly pop-up Candy Classes and organised live airing of the lessons for children of labourers and slum dwellers.

We've also invited the media to participate and spread the initiative for social good.

Coverage from leading publications, online news and TV channels including NDTV, Indian Express, Economic Times, Navbharat, Dainik Jagran, Mid Day, Sakal Times.

Over 600 million media impressions including radio reach, online, FB and twitter reach.

The biggest celebrities in India - including Amitabh Bachchan, Aamir Khan, Chetan Bhagat, Alia Bhatt, Kangana Ranaut, Sonu Nigam, Nawazuddin Siddiqui, Yami Gautam, Sukhwinder Singh, Arjun Kapoor, Raveena Tandon - voluntarily joined the movement and promoted the initiative. Many of them also conducted on-air classes and taught spoken English.

Earned PR value of 3.2 million.

Earned Radio City several industry accolades and this initiative has been the most admired CSR initiative by a radio channel in India.