Radio One 94.3 FM, the 'maximum music fataafat' station, has launched a premium property in the music space, titled Chocoliebe Radio One - Music Ka Shahenshah.
'We were the first radio station to give our listeners a distinct and tangible product promise of 13 songs every hour and we fulfil this every hour, every day. We have received an overwhelming response to our 'maximum music fataafat' product promise and we will follow this up with activities that allow us to demonstrate passion for the music space," says Vineet Singh Hukmani, managing director, Radio One.
The format of the new contest is to test the passion of listeners for music by quizzing them about songs, music, singers, composers and of the overall music space, leading to a national round where the title of 'Music ka Shahenshah' will be given to one winner. The final quiz round will be conducted by a celebrity in the music space. The winners will win many attractive prizes, making the participation alluring.
Apart from knowledge about music and the various chances for listeners to win prizes, the caller listeners have an interesting 'bargaining round', where they can share their winnings with other caller listeners in case they do not know the answer to a particular question.
The title sponsor of 'Music ka Shahenshah' is Perfetti Chocoliebe and the brand has been integrated with the contest with a promise of 'Eclairs ka Shahenshah'. The co-presenting sponsor is Garnier Men, while the national associates are Samsung and Beetel. The local sponsors include Hello Organics, Nathela, BodynSoul, GRT Stylus, Eyetex, Gold Winner and others.
Shyju Varkey, national head, marketing, Radio One, says, "We are promoting the property through radio, print, TV and outdoor and we have aimed to synergise the property with our listeners, who tune in only because they know we are the only music-dedicated station in the country."
Radio One is a joint venture between Mid-Day Multimedia and BBC Worldwide and operates in seven metro cities, including Mumbai, Delhi, Bengaluru, Pune, Chennai, Ahmedabad and Kolkata.