MUMBAI: For the first time, Red FM and Kolkata Knight Riders (KKR) have partnered for the upcoming IPL, which will commence on 8 April.

There will be a series of activities run across various platforms that will include on-ground activities and on-air initiatives, which are planned keeping in mind KKR players. Red FM has developed a new initiative titled ‘KKR ka Control Room’, for which the network will host KKR players such as Gautam Gambhir, Yusuf Pathan, Morne Morkel and others live on various radio shows. KKR ka Control Room’ will be integrated with daily on air programmes throughout the day.

Red FM national marketing head Rajat Uppal said, “The content will be driven by the Kolkata radio station primarily, since KKR has a national fan following. However, other stations will also air content related to the KKR association.”

Uppal further added, “This is a win-win situation for both Red FM and KKR. As KKR is the defending champions, we are looking forward to a great collaboration with them to further strengthen our connect with Red FM fans in Kolkata.”

The station has a 360 degree plan for the association. The network plans to organise a special fan bus tour for KKR fans in Kolkata. “KKR fans from eastern cities such as Asansol, Siliguri and Guwahati, can bring special gifts for their favourite players and Red FM will give them a chance to meet with these players. Integrating the personalised approach in the campaign, we have also planned to reward winners of various contests in an innovative way with ‘money can’t buy’ experiences with the KKR team,” Uppal said. There will be online contests on Facebook, Twitter and Instragram as well.

Commenting on the importance of sports content on-air, Uppal said, “The response for sports, especially cricket— based shows and programmes is tremendous. As far as cricket is concerned, it is not just a sport for Indians, it is a part of their lives, like their family, friends and festivals. Since RED FM is a radio channel for both masses and classes, and cricket is loved by all the people in India, we keep on introducing special programmes during various cricketing tournaments, be it the World Cup, bilateral cricket series or IPL.”