Radio Mirchi 98.3 FM is sporting a contemporary new avatar with a brand new jingle that has been specially composed by music director duo Vishal-Shekhar. Combining elements of hip-hop and special sound effects, the new jingle includes an unmistakable whistle that will figure in the station’s packaging. The radio player’s Mumbai station was the first to get this new identity on November 26, while the Delhi station adopted the new avatar from December 5.
Elaborating on the rationale behind this step, Tapas Sen, Chief Programming Officer, Radio Mirchi, said, “This new identity comes along as an overall contemporisation of the brand. The step taken is not reactionary; rather, it is just a phase of our brand life cycle. We have just made our packaging sound more contemporary. And for that, we have changed the signature tune. The main jingle would be borrowed to be a part of our programming from now on, with the signature whistle being a crucial element.”
Srinivasa Shenoy, Cluster Head, Radio Mirchi, said, “We are absolutely excited with the new jingle, which is just the first step in a series of steps that would make Radio Mirchi even ‘hotter’ than before. It was a great privilege for us to work with Vishal and Shekhar on the new jingle and we are going to increase the music quotient on our station even more.”
Shenoy added that the radio station had conducted extensive research in the last few months, and it was from this that the new jingle and the other new elements were conceptualised. The new identity would be eventually taken to all of Radio Mirchi’s 28 stations across the country.
When queried whether the new brand identity would be accompanied by a mass media campaign, Sen replied in the negative. “We believe that the new sound is to be experienced by the listener,” he said.