Idea Cellular has tied up with the Mirchi Music Awards. The partnership will see Idea Cellular become an integral part of all editions of the Mirchi Music Awards, viz Hindi, Marathi, Kannada, Tamil, Telugu, Malayalam, and Bangla languages.
The association with Idea was sealed in the presence of Himanshu Kapania, MD, Idea Cellular and Prashant Panday, Executive Director and CEO, ENIL in Mumbai on October 22, 2013.
Established in 2008, the Mirchi Music Awards recognises and honours the crème de la crème of the music industry. Initially in Hindi, the awards were extended to the South in 2010, followed by Bangla in 2012 and Marathi in 2013.
Commenting on the partnership, Prashant Panday said, “In a short time, the Mirchi Music Awards have gained immense popularity and stature. They are the most respected awards ceremony in the music fraternity. The stellar jury members associated with the awards, who provide a fair and transparent process year on year, speak volumes about its credibility. It is our effort to bring to the forefront the people behind the biggest musical hits. A record 65 million viewers watched the telecast of the awards this year. Now, in the 6th year of the Awards, Radio Mirchi is happy to welcome Idea Cellular as a partner. We look forward to engage deeply with Idea.”
Speaking to exchange4media, Panday further said, “We look at Idea as a premium brand. Idea has been connected with music and, therefore, we are very happy that they are part of the Mirchi Music Awards. Every year, we try and raise the stature of the Awards; the eventual goal is to make them as big on television as the film awards. For example, if you look at the US, the Grammys are as big as the Oscars. So why is it that in a country where music is so big and music stars so popular that a music awards show is not rated that high? Last year, we got a very good TRP rating (around 2.1 TRPs), the best film awards gets 3.5 TRPs, so we have some catching up to so. We will keep working on the content.”
According to Sashi Shankar, CMO, Idea Cellular, “Music is universal and has formed the core of Idea’s brand building and customer connect strategy, over the years. Music provides us a platform to connect with large audiences with diverse backgrounds almost instantly. Brand Idea has always been active in promoting music and its talent, across the country, through our advertising such as the recent 121 campaign, and other popular activations such as Idea Rocks India and Idea Jalsa, to name a few. We are happy to extend our association with Mirchi Music Awards again this year and honour musical talent from not just Hindi and Bollywood music, but also Bangla, Marathi and other languages from South India.”
The 6th Mirchi Music Awards are scheduled to be held in February 2014.