Radio Mirchi has launched a fresh new jingle nationwide. The new jingle ‘Khushi ki Nayi Dhun’ is composed by musical duo Sachin-Jigar while Shalmali Kholgade, Jigar M Saraiya and whistler Mayur Puri have lent their voice for the same.
According to the press release, the idea behind the campaign is to launch the signature tune which is in sync with the audiences' tastes as they evolve and to further increase the reach of the radio to a younger music loving segment. Earlier the epic tune of the brand, ‘Mirchi Sunne wale always khush, always khush’ resonated with the vibrant energy of Radio Mirchi since 2007. The FM brand with its new jingle wants to convey the same frequency of happiness to its listeners.
Tapas Sen, Chief Programming Officer, Radio Mirchi said, “Change is always good as it gives us a fresh start. This is a pan India campaign which holds the same positioning as earlier and that is ‘Khushi’ (happiness). The moment you take a brand beyond the product, it attains salvation. So, the brand has high visibility. But, after the recent radio spectrum auctions, Mirchi will be entering a number of new markets and with the new environment of streaming music, it was felt that we need an overarching nationwide campaign that will target the youth, reinforce the Mirchi brand and revitalize the radio category itself."