Top Story

e4m_logo.png

Home >> Media - Radio >> Article

Radio Mirchi emphasises on BTL initiatives to build direct connect

30-August-2004
Font Size   16
Share
Radio Mirchi emphasises on BTL initiatives to build direct connect

Usage of below-the-line activities for brand building and promotion seems to have caught the fancy of FM major Radio Mirchi. The group plans to come up with almost two BTL initiatives every month to establish direct connect with listeners. Nandan Srinath, Senior Vice President – North, says consumer-led activities have always been quite effective in brand building and promotion.

Citing the example of the latest BTL launched by them, he said an activity like ‘Mirchi Diamond Hunt’ launched on August 25, would give listeners a chance to participate in a daily hunt for diamonds at 12 select retail outlets in the city. The amount of entry to the contest varied from outlet to outlet. The participants got a chance to win a diamond by searching for the gem in a large sand box taken across the city by the Radio Mirchi team.

An activity like this helps in connecting directly with the listeners. Similarly, other consumer-led promotion activities like ‘Kismat Khol De’ and ‘Khel Lakhon Ka’ conducted so far have yielded good results. Activities like these yield twin benefits. The channel gets its due publicity and the retailers get a good number of footfalls.

Radio Mirchi is planning at least two retailer-led BTL activities each month, says Srinath.

The success of this model will determine its replication on a pan-India basis, he adds.

Tags

The popular channel from the Viacom18 ‘s umbrella MTV Indies, which aired music by independent artistes, was replaced by MTV Beats, a 24x7 Hindi music channel in 2016

Bhasin on the checks and balances of new IRS, methodology with new companies like Vedsur on board, interpreting the data and why it’s not fair to compare with previous data

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Over the last 12 years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh

As the brand sets its gaze towards the future, it was a clear direction to amplify the very feeling of this ‘attachment'

We list a few important stories that you may have missed in the week gone by