Radio Mirchi has unveiled a new programme print campaign as well as a brand television campaign. The programme campaign, ‘Bollywood Under Arrest’, is part of a series of various such initiatives. The three-week campaign, which began from September 19, is of three-hour duration.
Elaborating on the rationale, Kaushik Ghosh, VP-Marketing & International Operations, said, “Bollywood Under Arrest is a very tongue-in-cheek kind of initiative where it takes off on the fact that any and everybody in Bollywood has had a brush with cops. So come on the channel and speak about it, starting with Bipasha Basu, Anil Kapoor, Kareena Kapoor, Aamir Khan, John Abraham and so on.”
“This is thus to create that much needed differentiation. We are a happier, upbeat and positive channel, and this is reflected in our station. We play upbeat songs, etc,” Ghosh added.
Another part to this story is of the television commercial, which is an extension of the ads running on the FM station since March that have now found their way to television screens.
“The single objective was media reach here, as we wanted to reach an entire set of audiences through television still untapped by the multiplexes. Thus, this will help us bring in more listeners. The ads have been created by McCann Erickson, and Prasoon Joshi clearly understood our objective,” said G Sharath Chandra, Executive VP-Marketing & Brand Engagement.
Without divulging investment details, Chandra said that the money spends would be significant and would reflect in the FM station’s presence through TV channels and other advertising media.
“The variety of entertainment option today calls for a change as virtually all brands in this space are equally consumed, so we have to create a preference for our station. Therefore, it has to not just be functional in nature, but more about the attitude, as brand attitude is integral to the differentiation. As all demographic studies carried out show that we are a young nation, our channel has to reflect that mood, which is upbeat and positive. And that’s exactly what our commercials aim to show,” Chandra explained.
He further said, “Interactivity in media is today no longer a differentiator but has become an integral part. Hence, we want to delight the listener and the more we are able to do so with genuinely rich, memorable, impactful, insightful and obviously entertaining content, the more loyalty will it generate for the brand in the long as well as short term. This will be stronger than the pure incentivisation through greed – contests, etc. Thus, it is the truth of our brand.”