To keep up with a fiercely competitive market, filmmakers are trying to move away from the conventional forms of promoting their films and explore newer pastures. Given the immense potential of the radio, especially the FM channels, filmmakers are out to exploit this medium to the hilt.
Radio Mirchi, which has positioned itself as a hot station, is certainly turning out to be one of the favorites of the filmmakers.
After acquiring the exclusive rights of promoting the music of ‘Hum Tum’ and recently the much awaited ‘Mangal Pandey-The Rising’ starring Aamir Khan, Rani Mukherjee and Amisha Patel, Radio Mirchi has now got the rights of Yash Raj Films’ ‘Salaam Namaste’, which is slated to be released in the first week of September. The music of this Saif-Preity starrer was released on August 8.
The movie will be exclusively promoted on the FM station for a period of 15 days, subsequent to which the movie’s music will be made available to other radio stations.
A P Parigi, CEO and Managing Director, Entertainment Network India Ltd, which owns Radio Mirchi, said, “The music launch of ‘Salaam Namaste’ on Radio Mirchi marks the foray of radio as a medium moving to the next level, connecting Bollywood to the masses. Over 20 million Indians were a part of this historic moment, with the largest ever audience tuning in to a live music release.”
‘Salaam Namaste’ is a romantic comedy, which explores the casual attitude of youngsters these days and marks the directorial debut of Siddharth Anand, who happens to be the nephew of actor Tinnu Anand.
Elaborating on the promotional plans, Parigi said, “Radio Mirchi will be promoting the music of the movie through special shows and contests across each of its stations across Delhi, Mumbai, Pune, Indore, Chennai, Ahmedabad and Kolkata. The star cast of the movie will also be visiting the station to host particular programmes.”