Radio One launches ‘Music ka Shahenshah’; ropes in Perfetti Chocoliebe as title sponsor

Radio One has announced the launch of ‘Music ka Shahenshah’, a search for India’s most passionate music lover. The format of the new contest is to test the passion that listeners have for music by quizzing them about songs, music, singers, composers, 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 participation very alluring.

Speaking on the initiative, Vineet Singh Hukmani, Managing Director, Radio One, said, “We were the first radio station company to give our listeners a distinct and tangible product promise of 13 songs every hour and we fulfill this every hour every day. We have received an overwhelming response from listeners 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.”

Apart from the 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, who has integrated their brand with the contest with a promise of ‘Eclairs ka Shahenshah’. Garnier Men is the co-presenting sponsor, while the national associates are Samsung and Beetel. The local sponsors include Hello Organics, Nathela, BodynSoul, GRT Stylus, Eyetex, and Goldwinner, among others.

Shyju Varkey, National Head of Marketing, Radio One, said, “We are promoting the property in large multimedia fashion using radio, print, television and outdoor, and we have aimed to synergise the property with our listeners.”

Radio One is a joint venture between Mid-Day Multimedia and BBC Worldwide and operates in seven metro cities – Mumbai, Delhi, Bangalore, Pune, Chennai, Ahmedabad and Kolkata.