Mirchi woes couples with Honeymoon plans

Mirchi woes couples with Honeymoon plans

Author | exchange4media Mumbai Bureau | Thursday, Feb 22,2007 8:11 AM

Mirchi woes couples with Honeymoon plans

With similar content playing on all the radio channels, every channel is doing their bit to have some exclusive content on their stations. On its part, Radio Mirchi has associated with the movie ‘Honeymoon Travels Pvt. Ltd’ for exclusive interviews and airtime of the songs. Almost every channel is associated with some or the other movie nowadays with special contests and interviews part of the gamut.

Mirchi had a special on-air contest where-in they selected eight couples to travel a short distance with the stars of the movie on the Starbus, which plays a key part in the movie. The winners were selected on the basis of interesting honeymoon experiences shared by them with the station.

Hitesh Sharma, Station Director and VP, Radio Mirchi – Mumbai said, “Radio Mirchi has always strived to connect with listeners through out-of-the-box content and on-ground promotions and we have been the exclusive radio partner for several other blockbuster movies in the past too.”

Commenting about the association with the station at the event, Ritesh Sidhwani, Producer of Honeymoon Travels Pvt. Ltd said, “In the competitive environment that we operate in, we are constantly seeking novel ways to promote our movies. We have to take the movie to the audiences and we were convinced that the best way to reach them is through radio.”

Radio Mirchi’s RJ Harsh also has a small role in the movie, where-in he lends his voice for a radio show in the movie called – ‘Pyaar Ke Lamhe’. The film shows the stories of six couples on a honeymoon package, a guide, a driver and a handyman riding in a bus from Bombay to Goa.

With these spates of exclusive movie associations with radio channels, the market is filled with content. But the problem is -- they all sound similar with contemporary music, contests and interviews. The big question is would the listener really be able to remember which station has exclusively tied up with whom?

Tags: e4m

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