Mirchi Mobile, designed by Radio Mirchi in association with Spice Digital, will now also be available to Reliance and BSNL mobile subscribers. It was launched for Airtel subscribers a few months back. This unique product allows mobile subscribers across the country to tune in to special content created and designed by Radio Mirchi in different languages from different cities by dialing a short code 59830 on their mobile phones.
Commenting on the launch, Rahul Balyan, Head, Digital Initiatives, Radio Mirchi, said, “The product, Mirchi Mobile, has found great success till now. We are happy to extend this product through Spice Digital to the subscribers of Reliance and BSNL mobile. This is the first time that a well-established radio brand has successfully extended a product offering into the undifferentiated music space in the VAS domain… There is clear value for the subscribers for this product since it allows people to stay in touch with city that they may belong to or aspire for.”
This product has become one of the fastest growing VAS products in Airtel’s portfolio. With Mirchi Mobile now going live on Reliance and BSNL networks, this product is set to create a new category for itself in the mobile VAS space.
Shehzad Azad, Chief Content & Alliances Officer, Spice Digital, commented, “We are happy to take forward our partnership with Radio Mirchi to innovate the music listening experience for the customers of our esteemed partners Reliance and BSNL. Being an IVR based service, available in over 15 regional languages, it caters to all segments of the society and is not limited either by location or handset features.”
This initiative has been part of the on-going digital initiatives by Radio Mirchi. Mirchi had launched a product with Vodafone, called ‘Vodafone Mirchi Caller Tune’, which even won various awards for the unique innovation. Radio Mirchi was also the first and only radio station to have launched visual radio a few years back in association with Nokia and HP.