After successfully launching its first radio station in Hisar, Radio Mantra, the FM venture of the Jagran Group, is now ready to foray into other cities. Radio Mantra’s stations in Karnal and Bareilly are currently on-air. However, the commercial launch is still a few days away.
Radio Mantra will launch its second station in Karnal on April 5 and Bareilly will follow on April 9. The dry run for Karnal has been on from March 26 while that of Bareilly from March 30.
Rahul Gupta, Director, Radio Mantra, said, “Always being the first to launch in our markets, we are really enjoying creating the buzz and excitement for this new medium in our markets. It’s an amazing feeling cultivating the FM culture and changing the media scenario of a city.”
“We are extremely pleased with the launching of Karnal, which is one of the major towns of Haryana and is prospering at a great pace. With this launch we would have the maximum possible stations in Haryana. We put in a lot of effort in ensuring the best music mix based on our understanding of the market,” Gupta said.
On the Bareilly launch, Gupta said, “The Bareilly launch again is a very special one. It is Radio Mantra's first step in UP, a market that Jagran has dominated for more than 50 years. Although we are new to the FM market, we are very confident. With the help of our research and the guidance of our local experts, we have been able to determine the optimal mix of music and non-music content. We are already on-air playing some great music on our test-runs.”
Gupta said the official launch has been deferred a little to ensure that BECIL could complete the common infrastructure. “From the day of the launch, our signal is unparalleled and definitely uninterrupted,” he said. Radio Mantra follows a strategy of doing test runs for a week to 10 days before its commercial launch. Dry runs enable the station to test and ensure the best broadcast quality, he added.
The marketing activity for the new launches would include print campaign, which will be further extended to some BTL activities supported with outdoor and on-air and on-ground promotional activities.