The Jagran Group is all set to go on air with its first FM station on March 6, 2007. Radio Mantra 91.9 FM is being launched in Hisar following 10 days of dry runs.
Rahul Gupta, Director, Radio Mantra, said, “It is a terrific feeling to see things functioning in the way they were earlier conceived. I would like to take this opportunity to thank the management of the Jagran Group for all their support and backing to the project and my team at Radio Mantra, who has worked incredibly hard to make this happen. We at Radio Mantra are very excited about our first launch at Hisar. A lot of work has gone into understanding the requirements of the city and I am certain the channel with its slick programming and content would surpass the city’s expectations from FM radio.”
Sharing the programming mantra, Kanwar Sameer, Programming Head, Radio Mantra, said, “Although the core focus of programming would be music, the team has worked extremely hard to produce great utilities and segments and would ensure infotainment to the fullest. The content and flavour of the station has been designed to offer ‘Hisarites’ a metro dish with a local taste, delivering an aspirational value while ensuring superb connect. We start in Hisar with a lot of ‘Josh’ with our first show, ‘Josh Factory’.”
Brand Curry is coming out with a print campaign to spread awareness about Radio Mantra. Promotional activities would also include outdoor and below the line activities.
Commenting on the marketing plan, Dipti Abrol, Marketing Manager, Radio Mantra, said, “The marketing strategy is to climb up the loyalty ladder by first targeting the top of the mind recall of our frequency and our brand, cultivate FM culture while creating a new lingo for the town, ‘Mantra’, and slowly build the chemistry between our brand and our listeners.”
By April, Radio Mantra plans to foray into Karnal, Jalandhar, Agra, Varanasi, Bareilly, Gorakhpur and Ranchi.