Shankar, Ehsaan and Loy to sing the Radio One tune

By Kapil Ohri , afaqs!, New Delhi | In Media Publishing | June 09, 2010
The radio station will soon launch its marketing campaign using Shankar, Ehsaan and Loy

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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On the reason for appointing the trio, Hukmani says, "Now, to add a face to our promise, we felt the need to associate with a music icon and creator who stands for that same passion - someone who can also demonstrate the live music revolution that is sweeping our country. We saw eye to eye in our beliefs with Shankar, Ehsaan and Loy, who epitomise everything that new age to classic music stands for and so we have signed them up as our brand endorsers for the year."

'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.