Top Story

e4m_logo.png

Home >> Media - Radio >> Article

After Airtel, Mirchi goes Mobile on Reliance and BSNL

13-January-2011
Font Size   16
After Airtel, Mirchi goes Mobile on Reliance and BSNL

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. 
 

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video