Radio Mantra 91.9 FM brings 'IDEA Tarane'

Media News

Delhi, June 23, 2009

In a new initiative, Radio Mantra 91.9 FM has partnered with IDEA Cellular to offer a unique musical extravaganza, titled ‘IDEA ke Tarane’, for music lovers in Uttar Pradesh West. The program has been specially designed by Radio Mantra 91.9 FM keeping in mind the taste and various moods of listeners throughout the day.

Music lovers of Uttar Pradesh West can tune into Radio Mantra 91.9FM every Monday to Saturday at 9:00 am – 9:00 pm to listen to their favorite music on ‘IDEA ke Tarane’. Radio Mantra 91.9 FM’s IDEA ke Tarane ‘Beete Lamhe’ focuses on old classics to be aired every Monday and Thursday of the week. ‘Sunehre Pal’, a compilation of evergreen numbers from movies and albums will be available on Tuesdays and Fridays; whereas ‘Dil Chahta Hai’, a collection of UP’s favorite Bollywood songs will be aired every Wednesday and Saturday.

Each Song played on Radio Mantra 91.9 FM’s ‘IDEA ke Tarane’ will have a preface with the IVRS No. 554561 followed by the song and a closing tag with the specific song SMS code for devoted listeners to send their song requests through SMS. Music listeners will get to hear 12 melodious songs on Radio Mantra 91.9 FM’s IDEA ke Tarane, everyday.

Mr. Virad Kaul, Chief Operating Officer – Uttar Pradesh West, IDEA Cellular said, “IDEA has a strong association with the world of Music and Cinema to bring entertainment related content for our subscribers. Radio has gained immense popularity among the masses, and is now considered a perfect medium to establish connect with the large base of listeners. Our unique association with Radio Mantra 91.9FM is aimed at offering some stress-relieving music to the ear and soul of the discerning music listeners in UP West.”

Adding to the same, Mr. Swayam Tiwari, National Head Sales, Radio Mantra 91.9 FM said, "We are glad to be partners with IDEA Cellular in Western UP in an effort to revisit the concept of ‘listenership by appointment’ in that market. Radio Listeners who are currently in their late 30’s,40’s and beyond will recall the franchise that programs like Inspector Eagle and Cibaca Sangeet Mala used to enjoy several years back. Our Association with IDEA hopes to bring back that era."

Also, talking to us, Mr. Kanwar Sameer, National Programming Head, Radio Mantra 91.9 FM said, "It's rare that we see this kind of programming driven integration where it's a win-win situation for the sponsor, radio station and most importantly, the listener. Our internal research and feedback wing provided us with what UP (w) has been longing for. The same was shared with IDEA as they, like Radio Mantra 91.9 FM, do stuff 'hat ke'. Since they too were thinking on the similar lines, it clicked instantly and eventually worked great for everybody."

For further information, please contact:

Radio Mantra 91.9fm

Gauree Sharma

Mob: 9711206522

Email: gaureesharma@radiomantra.co.in