MUMBAI: Radio City has been announced that it will be the official radio partner for Mumbai Indians (MI), Royal Challengers Bangalore (RCB), and Lucknow Super Giants (LSG) for the T20 2025 season.
Radio City has been the voice of the Mumbai Indians for 16 seasons and, more recently, of Lucknow Super Giants for three. With Royal Challengers Bangalore now joining its T20 lineup, Radio City strengthens its presence in cricket broadcasting, connecting with millions of listeners nationwide, a media release said.
Radio City launched its ‘MI Vada Pav’ campaign, a creative tribute to the city’s iconic street food. The initiative served up over 5,000 engraved vada pavs featuring the hashtag #PlayLikeMumbai, symbolizing the resilience, passion, and street-smart flair of the Mumbaikar.
From energizing Jagran Group offices to dabbawalas delivering vada pavs citywide, and RJ Karan rallying fans at Churchgate Station, the campaign culminated at Lowe Lintas — Mumbai Indians’ creative agency — igniting fan spirit and turning taste into a game-day ritual.
Radio City CEO, Ashit Kukian, 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 generative 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 loyal listeners during past T20 seasons, Radio City has become the heartbeat of cricket fans—delivering pre-match excitement, live insights, and post-match wrap-ups to keep the buzz alive well beyond the final ball.
