MUMBAI: Radio One, the joint venture between BBC worldwide and Mid-day Multimedia, has signed up music directors Shankar, Ehsaan and Loy as its exclusive brand endorsers.
 
Said Radio One MD Vineet Singh Hukmani, "We are the first radio station to ‘create a music passionate product‘ and our listeners tend to see us as the only real music station in a sea of generic radio stations." 
 
"And now to add a face to our promise we felt the need to associate with a superlative iconic music icon and creator who stands for that same passion. Someone who can also demonstrate the live music revolution that is sweeping our country. We saw eye to eye in our beliefs with Shankar Eshaan Loy who epitomize everything that new age to classic music stands for and so we have signed them up as our brand endorsers for the year," added Singh.

Radio One is working on a multimedia communication plan with SEL to build awareness of the station‘s position.