Radio City 91.1FM : advert-top-1 by Grey Group India

To help kids learn English in Indian slums, Radio City 91.1FM, the country’s leading radio network, has partnered with cycle candy vendors to create pop-up English schools across Dharavi and slum areas.

Candy vendors on bicycles who visit slum dwellings daily have been provided FM receivers and megaphones and have been incentivised to park their cycles in specific localities every week at a certain time.

During these time bands, Radio City 91.1FM is airing specially designed lessons on spoken English. Candy being a natural draw for the kids, all the vendors have to do is tune in to Radio City on their FM receivers at the designated time slot, play the on-air English lesson and hand out free candy to every kid who sits through it.