Mantra 91.9 FM, the radio venture from the Jagran Group, publisher of the Hindi daily, 'Dainik Jagran', is all set to hit the air waves with its Hissar station on March 6.
Rahul Gupta, director, Radio Mantra, says, "Being the first launch, it is definitely a milestone. A lot of work has gone into understanding the requirements of the city. I am certain the channel, with its programming and content, will surpass the city's expectations of FM radio."
The core focus of the radio station's programming is music and infotainment, similar to most other radio stations. The station is designed with a local flavour to ensure appropriate connect. The first show that listeners will get to hear is 'Josh Factory'.
A print campaign designed by Brand Curry will soon be available for viewing. Outdoor and below-the-line activities will also be included as a part of the launch.
Top of the mind recall for the brand is what the radio station is looking at currently. Gradually, it wishes to cultivate the FM culture among the city's residents and build chemistry between the brand and its listeners.
Research agencies were hired to understand the music tastes and preferences as also the lifestyle, values and culture of Hissar. The USP of localisation that the brand will display is the result of the research conducted by these agencies, believes Gupta.
For the record, the station is also set to launch in Agra, Varanasi, Gorakhpur, Jalandhar, Karnal and Ranchi.
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