London’s popular station, Lyca Radio has roped in Tilda as its premium Channel Sponsor.
The exclusive partnership will see the Tilda brand feature heavily across the station. The Channel Sponsor coincides with the revamp of Lyca Radio, which is being worked on before the roll-out in April/May. Similarly, Tilda is celebrating its 50th anniversary.
Talking about the association, Raj Baddhan, CEO of Lyca Media said, “I’m thrilled to announce Tilda as our exclusive Channel Sponsor ahead of the revamp of Lyca Radio. We’re repositioning Lyca Radio to make it the go-to station for Asians in London and thus working with a huge brand like Tilda during this period further strengthens our position in the market. We’re delighted to be teaming up with Tilda as celebrates its 50th anniversary.”
A Tilda Spokesperson added, “We’re excited to be joining hands with Lyca Radio as the exclusive Channel Sponsor. Its great to be working with Lyca Radio for this innovative feature for our 50th anniversary. We’d also like to take this opportunity to say a great big THANK YOU to all the wonderful people in this country who go above and beyond to create the best-tasting rice dishes and bring their much-loved family recipes to the table. It’s you who have helped us remain at the heart of so many dinner tables for 50 years and counting. We are on a mission to help everyone embrace life in all its flavours. Taste is our guiding principle. It’s what drives us every day to obsess over every grain, what pushes our plate to try new flavours, each time learning about different cultures.”
Read about Tilda’s 50th anniversary journey here.
Lyca Radio is available across London on 1458AM, DAB digital radio, online at LycaRadio.com and mobile app.