It’s hot! Food Darbar, Dandiya Nights, Estate showcase – name it and it’s all there. Radio Mirchi is adding ‘garmi’ to the festival mood by organising various exhibitions nationwide. “The radio station is looking at meeting the consumer needs through these exhibitions and is providing avenue for the advertisers to directly interact with the customers,” says Nandan Srinath, Senior Vice President – Mirchi North.
While the Food Darbar is slotted for October-end, the Estate Showcase has been scheduled for October 22-24 at the Pragati Maidan grounds. The Food Darbar will be organised at the Garden of Five Senses, Delhi. Mirchi organised a Dandiya night in Mumbai between October 15 and 16. So would we see a Dandiya night in Delhi too? “Not this year because dandiya isn’t that hot in Delhi,” says Srinath.
Radio Mirchi’s Property Showcase seeks to provide a platform, where customers can get direct information from builders like Ansals, Eldeco, Eros, Jaipuria and Parsavnath Developers on the housing alternatives available to them. They can at the same time avail loan options on offer by SBI Home Loans.
Elaborating on the initiative, Srinath said, “Consumer-led activities have always been quite effective in brand building and promotion. After the success of Radio Mirchi property fairs in Pune and Mumbai, and the consumer exhibitions in Ahmedabad, Chennai and Delhi, Radio Mirchi is confident of reaching out to more and more listeners through the Mirchi Property Showcase, thereby increasing brand awareness and developing the category.”
Asked on the reasons for choosing the theme of real estate this time, Srinath said: “A lot of these builders have been using radio as a medium to reach out to the consumers. We felt we could provide a platform by which they would be able to directly communicate with the consumers. The number of footfalls last year has been phenomenal and we expect to experience over 25,000 footfalls during the next three days.”
Our typical marketing budget is usually 10 per cent of the topline spend