Radio Mirchi unveils new TVC with a ‘happiness’ agenda

Radio Mirchi unveils new TVC with a ‘happiness’ agenda

Author | Jagadeesh Krishnamurthy | Monday, Jun 18,2007 9:05 AM

Radio Mirchi unveils new TVC with a ‘happiness’ agenda

Radio Mirchi intends to continue taking forward its brand message of ‘Mirchi Sunnewale always khush’ with its new television commercial. The TVC that broke on June 17 will be on-air for the next three to four weeks.

The TVC has been conceptualised by McCann Erickson and this will be aired on a wide range of channels nationwide. The new commercial features a man trapped in the back of car singing happily, in spite of being kidnapped.

Commenting on the thought process behind the new commercial, Prashant Panday, Deputy CEO, Radio Mirchi, observed, “The new commercial is a continuation of the overall campaign of Mirchi wherein we have tried to take forward our brand proposition of being in a state of happiness.”

“Moreover, for most people, the brand ‘Mirchi’ has grown more than its product -- radio -- for them; the brand symbolises a state of happiness,” Panday noted.

“We will be continuing our mass media campaigns for the next five to six months in a big way, and will continue our print and outdoor activities,” Panday added. The radio player intends to have a mass media campaign running for around three to four weeks on around 25 television channels. Madison is the media agency for Radio Mirchi.

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