MUMBAI: Radio City has appointed Sheetal Mehra who joins Radio City as National Sales Head – Activations, Radio City Connect.

Reporting in to Ashit Kukian, Executive Vice President and National Head – Sales, Sheetal will spearhead Radio City Connect which comprises a robust, national team of over 35 professionals.

�Radio City Connect' is Radio City's full spectrum activations cell providing end-to-end 360 degree brand marketing solutions. Radio City Connect taps the inherent power of radio to add value to brands through an array of customized, experiential solutions ensuring optimal audience engagement. Radio City Connect delivers pioneering, brand innovations both for national and regional advertisers nationwide, including Nokia, Britannia, Business Standard, Hindustan Unilever Limited (Knorr and Domex), Philips Water Purifier, GSK, Vodafone, Marico, Ford India, Kotak Mahindra, Durex, Bharti AXA, P&G – Pantene, Cadbury India Ltd, Idea Cellular and DuPont Teflon.

Says Radio City Executive Vice-President and National Head – Sales Ashit Kukian, The Indian businessenvironment is dynamically reacting to developments in the World Economy. In adrive for better efficiencies on every media rupee, Indian marketers are increasingly going the micro-marketing way with a focus on select high-value,high-volume markets to cash in with more and more localized messaging.

Optimal delivery to this equation is clearly radio's forte! Activations especially BTLcoupled with radio is clearly the way to go and what better time to fortify this business vertical than in a scenario that spells a clear cut opportunity!...

Speaking on Radio City Connect, Kukian adds, We started our dedicated activations cell about two years ago with some fantastic work done for select advertisers. Since then, we have only added toour roster of advertisers with innumerable brand innovations on brands likeNokia, Vodafone, Marico, Ford India, Kotak Mahindra and Idea Cellular among others to credit. Now, with Sheetal at the helm, we are reinforcing this unit even further for some cutting-edge solutions for advertisers which are both relevant and compelling for the consumer....

As National Sales Head – Activation, Sheetal Mehra will steer Radio City Connect, the FM brand's dedicated activations cell. The focus of her assignment is to further develop the activation business for Radio City and lead innovations in the same. A Post Graduate in Psychology and a Specialist in Marketing Management from Mumbai University, Sheetal brings on board over 14 years of domain experience in sales, seven of which have been in media spanning print, radio and television. Her previous assignments include working with brands like Mid-day, Indian Express, Zee TV and Star India among others.