Shankar-Ehsaan-Loy to test the music quotient on 94.3 Radio One

If you believe that you are the music knowledge ka maha saagar, then be prepared for the big battle! Put on your amour of music gyan¦ polish your sword of music information and get ready for the mahayudh with the maharatis of music, Shankar-Ehsaan-Loy as 94.3 Radio One is back once again with the music ka maha quiz show, Chocoliebe Eclairs Plus Radio One MUSIC KA SHAHENSHA ' season 2.

The station with the "Maximum Music, Maximum Choice', gives you the opportunity of a lifetime! Test your music quotient and win lakhs by participating and competing with none other than the sensational musical trio, Shankar-Ehsaan-Loy in the first of its kind musical quiz show called Chocoliebe Eclairs Plus Radio One MUSIC KA SHAHENSHAH (MKS), season 2.

Speaking about the reason for introducing the show and the uniqueness of it, Shyju Varkey, National head of Marketing 94.3 Radio One said, "Over the years 94.3 Radio One has been one station known to formulate and execute properties which are unique and have music as the core product offering. MKS is an extension of what our product truly stands for. We believe that our properties should reverberate with our proposition of Maximum Music, Maximum Choice. Every station plays lip service to the music proposition; we give the listener the real deal".

Elaborating on the show he said, "This fun contest will have straightforward to outstandingly difficult questions in the hope to find the true blue music aficionado. During the 1st season of the show we got spectacular response from our listeners. While each city had a winner, there were hundreds who took part on-air and won cash and thousands who participated in the activity in a bid to become Music Ka Shahenshah; hence, the need to replicate it."

Starting October 2nd with on air promotions and call for entries from October 11th, the show began on air on October 25th across 7 cities; namely Mumbai, Delhi, Bangalore, Ahmedabad, Pune, Kolkata and Chennai. The contest will be held over 7 week where the 94.3 Radio One MJs will test listener's music knowledge.

Inarguably the biggest music quiz on radio, MKS ties together listeners across 7 cities integrating itself perfectly into 94.3 Radio one's core proposition of music; a first for any radio station in India. The quiz will be held during the morning show on weekdays, between 9 to 11am where each correct answer will make the participants win money; the more they answer, the more they earn!

The show will be a two way interactive competition as it gives the participants the opportunity to seek help from other listeners incase at any point they are at a loss on what is the correct answer. All they have to do is share part of the earnings with the helper.

To participate in MKS, listeners have to just SMS MKS to 53650. This qualifies them for the first round where daily two participants will come to the studio between 9 to 11am for 2 weeks where each of the 20 contestants will be asked 5 questions worth 10000. A total of Rs 10,000 can be won by each participant every day. Once again this year the show's Title sponsor is Chocoliebe Eclairs Plus while Life Insurance Corporation of India is the co-sponsor; Grundfos and Lexi are the Associate Sponsor.

Speaking about the association Nikhil Sharma, Senior Controller ' Marketing, Perfetti Van Melle said, "For Chocoliebe Éclairs Plus, this is the second year of association with MKS and this has helped us build on the brand promise of Chocoliebe Éclairs Plus being the "Éclairs ka Shahenshah'. The on air and on ground integrations have provided us the right platform to successfully engage with and reach our target consumers in key markets

Elaborating MKS, Rajeev Bhandari, VP National Business & Station Head, 94.3 Radio One said, "This is yet another innovative property from Radio One. With the prime time reach across all 7 markets, Chocoliebe Eclairs Plus Radio One Music ka Shahenshah is a great way of brand engagement with the listeners in a fun filled on-air environment'.

Top 5 participants of the first round who have answered maximum questions for the first 2 weeks will qualify for the semi-finals, which will run for a week, where participants will play for more money! This semi-final will then lead to the mega-finals, where all regional winners will have to compete to win the title of Chocoliebe Eclairs Plus Radio One MUSIC KA SHAHENSHAH in Mumbai in the mega-finals. This round will be judged by the quiz masters, none other than the sensational musical trio and the stations music icons, Shankar, Ehsaan & Loy.

In the mega-finals too participants can use the help of other participants as the format of negotiating remains same; the negotiation amount will be 1 Lakh. However the bargainer, the listener who helps the participant only wins the money if the same participant wins the mega-finals. In a situation of a tie between participants the contest will then be held on Saturday.

Over the weeks, many musical personalities would encourage participation through registration for the mega-finals which will be hosted by the celebrated musical trio Shankar-Ehsaan-Loy Mumbai.

Last year's winner Abhishek Dey from Kolkatta was crowned the Music Ka Shahenshah by none other than Adnan Sami an accomplished Music Composer and a singer. Abhishek took home the grand prize of Rs 2 lakh!

Recently the station successfully executed the Mahindra Xylo Time of Your life Karaoke Championship that saw participation from corporate across the country. Another property by the radio station that empahsises their focus on music combined with their proposition of Maximum Music, Maximum Choice. A joint venture between Midday Multimedia and BBC worldwide the station operates in 7 Indian metro cities namely Mumbai, Delhi, Kolkata, Chennai, Bangalore, Pune and Ahmedabad.