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Radio Mirchi’s TV campaign returns after 7 years

Radio Mirchi’s TV campaign returns after 7 years

Author | Sarmistha Neogy | Tuesday, Dec 22,2015 9:22 AM

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Radio Mirchi’s TV campaign returns after 7 years

After a gap of almost seven years, Radio Mirchi is back on television with its new hilarious spot ‘Rudali’. The ad which is 2:56minute long, released on television recently and will be on air for the next four to six weeks. The campaign conceptualised by McCann Worldgroup, has taken the ‘Mirchi Sunne wala always khush’ proposition forward.

 

 

 

 

Click here to view the ad:

Brand strategy:

Commenting on the brand’s strategy, GG Jayantha, National Marketing Head, Radio Mirchi said, “In 2007, we launched the ad ‘Yeh Suhana Mausam’ where the man falls in the gutter and is singing loudly from there. The thought behind the ad was- no matter how bad a situation you are in, Mirchi is there to make you happy. We came up with few ads after that, but post the Lehman crisis, we went completely off TV.”

He further cited, “This time around, we thought it was the right time to come back on television. The reason behind choosing this time is because the auctions of phase 3 are over and it is expanding. Also 10 years back, FM was like a breath of relief to people as it was a great source of entertainment. But today, things have changed; there are different applications from where you can listen and download music, so it is very important to stay connected with the youngsters today. We took great risk while making the film, because firstly, we chose a topic ‘Rudali’ which many won’t be aware of and secondly, it was only in the final few minutes that the brand name is revealed. The imagery is also kept in simple black and white and is not set in any kind of metro setting. But, we have decided to go ahead with it because it would really stand out.”

Prasoon Joshi, Chairman Asia Pacific, CEO and Chief Creative Officer McCann India said,"Radio Mirchi is very special for me and all of us in McCann. We've been partnering with them since the inception of the brand. This ad campaign is another gem in its repertoire.  The creative team of Kapil Batra and Ashish, director Nikhil Rao and his production team have done a great job. My thanks to Mr Vineet Jain and Prashant Pandey' team at Radio Mirchi for the trust and faith. I am positive the consumers too, would love this ad which builds on the brand in such a fantastic manner."

Click here to watch the previous ad:

Expert View:

Sharing his views on the ad, Saurabh Dasgupta, Executive Creative Director, Innocean Worldwide said, “It is a fabulous ad and keeps you guessing till the end. A simple film, but brilliantly executed and has done 100% justice to the ‘Mirchi Sunne wala always khush’ tagline. It has been handled well and that is the reason, the film inspite of being 2:56 minute long, doesn’t look dragged.”

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