Radio Misty creates brand salience with Police Friendship Cup

Radio Misty creates brand salience with Police Friendship Cup

Author | Shanta Saikia | Thursday, Dec 25,2008 7:13 AM

Radio Misty creates brand salience with Police Friendship Cup

In keeping with its motto of ‘Local people, local choice, local voice’, Radio Misty, the first and leading FM station in North Bengal and Sikkim, has joined hands with the Jalpaiguri and Coochbehar police for the Police Friendship Cup football tournament involving the local teams of these two districts.

Dilip Dugar, Vice-President, Radio Misty, told exchange4media, “The on ground event has generated quite a buzz for Radio Misty, which has been airing live match updates. This apart, Radio Misty RJs have been performing during the matches along with local performers. We have also put up banners and hoardings at strategic to create greater brand presence.”

In a prepared statement, Nishant Mittal, CEO, Radio Misty, said, “We have connected with listeners through this mega tournament. This is the biggest event in the region. We are confident of the fact that the Jalpaiguri-Coochbehar Police Friendship Cup has a huge potential, and in coming years will grow further. This is a great on air property and has a huge brand connect.”

A total 494 local clubs are taking part in this tournament. The three-tier tournament began with the Thana level on November 28, 2008, followed by the district level, which got over on December 23. The finals would be held on December 29.

The winning team will receive a cash award. Besides, there will also be several unique mementos like a ball signed personally by football legend Diego Maradona and leading Indian footballer Baichung Bhutia.

The event also serves a social purpose, wherein the West Bengal State AIDS Prevention and Control Society has been displaying various models to spread awareness about AIDS at the various match venues. This apart, police personnel have also been educating the crowd about counterfeit currency and other social issues.

Commenting on the event, Zulfiquar Hasan, Special Inspector General of Police, Jalpaiguri range, said, “Jalpaiguri and Coochbehar police with Radio Misty started this event to get closer to the people. As people of this region are very passionate about football, we thought that this is the best vehicle to reach them so that their energy could be utilised by the police in a more constructive way.”

Tags: e4m

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