Radio Mirchi continues with its ‘happy’ campaign, new TVC unveiled

Radio Mirchi continues with its ‘happy’ campaign, new TVC unveiled

Author | Shikha Saroj | Saturday, Dec 31,2005 8:13 AM

Radio Mirchi continues with its ‘happy’ campaign, new TVC unveiled

Happiness, say many, is a state of mind. And who knows this better than we Indians? We are a nation of people who can be happy in the most incongruous of situations. Keeping this fact in mind, Radio Mirchi’s ad campaigns and tag line – ‘Mirchi Sunnewaale Always Khush’ – have been reflecting this idea for close to a year now.

As an extension of its ‘Mirchi Sunnewaale Always Khush’ message, the station has come up with a new ad campaign. The creative brain behind the ad is Prasoon Joshi, Regional Creative Director, South and South-East Asia, McCann Erickson.

The ad campaign, first released on television through Zee channel, will soon be shown in multiplexes and other TV channels.

The new campaign has been shot on a street in India and depicts an incongruous situation where one wouldn’t expect someone to be happy. The ad shows an open manhole with a pair of shoes and trousers lying besides it (indicating that a man is cleaning the manhole). A passer-by happens to hear the manhole cleaner singing a happy song even as he goes about cleaning the filth. He shrugs his shoulders in disbelief at how anyone can sing happily while doing such a mundane job.

Commenting on this new ad, Kaushik Ghosh, VP, Marketing and International Operations, Radio Mirchi, said, “This ad is more stark and direct compared to previous Mirchi TVCs and will elicit the maximum amount of laughter.”

Ghosh is quick to point out, “This recent TVC’s construct and tagline are similar to previous Mirchi ads where people are always happy.”

Mirchi was also planning to promote this TVC in the New Year through innovative interaction with people and coming up with sequels to this ad campaign, said Ghosh.

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