Radio One (94.3 FM), the joint venture between BBC Worldwide and Mid-Day Multimedia, has signed up music directors Shankar Mahadevan, Ehsaan Noorani and Loy Mendonsa as its brand endorsers.
"We are the first radio station to 'create a music passionate product' and our listeners tend to see us as the only real music station in a sea of generic radio stations. Yes - the others have tried to create some 'music association spikes off air' but their on-air product has not done justice to the music lover and to the music creator," claims Vineet Singh Hukmani, managing director, Radio One.
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'Only 94.3 radio one is a 'real music station' as it never compromises on the quantity and quality of music on air and constantly connects the music lover with the creators of music. We believe that we have a connect on 'passion for music with radio one' said Shankar Ehsaan and Loy in an official communiqué.
Radio One uses the tagline - Maximum Music, Maximum Choice. In July, last year, the radio station had launched 13 Gana Challenge as per which it played 13 songs every hour. Later it also followed this with yet another strategy of not repeating songs in a day. It even rechristened its RJs (radio jockeys) as MJs (music jocks) to communicate music passion and expertise.
The radio station will soon launch a marketing campaign using Shankar, Ehsaan and Loy.
Radio One operates in seven cities including Mumbai, Delhi, Bengaluru, Pune, Kolkata, Chennai and Ahmedabad.