How do you take kids out of a slum? By tuning into the right station. Welcome to Radio City’s Candy Class. A partnership between GREY group and Radio City 91.1 FM that was recently awarded in the Experiential Radio and Radio Merit in Innovation in Radio categories at The One Show. This, after having received a Grand Prix last year at the prestigious Spikes Asia Advertising Festival.

Radio City partnered with candy sellers to teach spoken English to slum kids in a first-of-its-kind tie-up. Incentivizing them to park their cycles in these localities every week, Radio City aired specially designed 10-minute lessons on spoken English. Every kid who sat through a lesson received free candy.