Radio Misty, the FM venture of the PCM Group, launched its FM station in Gangtok on Saturday, January 31, 2009. With this launch, the Group now has two FM stations – Siliguri and Gangtok – thus completing its FM Phase II licenses.
Radio Misty is embarking on a 360-degree marketing campaign to promote its Gangtok launch, involving local television, hoardings, radio, print and so on. The FM station has earmarked a marketing budget of Rs 7 lakh for the campaign over three months.
Radio Misty Sikkim will be promoted as the first 24x7 FM station of Sikkim. The only other competitor in Sikkim is Nine FM, which is available on till midnight. Moreover, Radio Misty Sikkim can be heard throughout the state. The station will play a blend of popular Hindi music and English music, along with local songs, pop, fusion, remixes, retro music and international music. The focus would be to promote local music.
Radio Misty will have total interactive shows. Local programmes and shows would be updated live with mobile OB vans from the venues. Beside studio, shows would be aired live from various towns and villages of Sikkim. Local events and social programmes would be on focus. There would also be lot of on ground activities where listeners can win prizes ranging from gold coins, mobile phones, dinner sets and other goodies.
The marketing campaign of Radio Misty would aim to be eco-friendly and have the theme of ‘Clean and Green Sikkim’. The creatives would feature local scenic places, orchids and other local flowers and seek to promote Sikkim as tourist destination as well. The FM player also has ambitious plans to bring celebrities from Hollywood, Bollywood and from the field of music, arts, culture and sports to perform live at Sikkim.
Meanwhile, the launch of FM Phase III expansion will see Radio Misty focus more on West Bengal and the North Eastern states. Jeet is the creative agency of Radio Misty.