Radio Mirchi 98.3 FM is celebrating its fifth birthday, and the face of its marketing campaign on this occasion was none other than Rakhi Sawant, Bollywood’s most loved-to-be-hated actress.
On Monday, Rakhi Sawant dressed up as ‘Super Girl’ and caught people in the city by surprise, when she started distributing ‘Mirchi cakes’ to them. The celebrations began across Mumbai on Monday evening at restaurants, pubs, multiplexes, etc., all to the sound of a jingle. The radio brand gave out chilli-shaped cakes to people randomly in restaurants, served free drinks in clubs and popcorn in multiplexes.
On the occasion, Sujata Bhatt, Station Head, Radio Mirchi, Mumbai, said, “As a brand, we have always stood for fun, and for our fifth birthday, we wanted to share our joy with people in the city who have helped us succeed. Ever since our launch five years ago, we have been as innovative as possible and have consistently raised the bar of successful programming. The various awards and recognitions conferred on us are testament.”
ENIL launched its first radio station in Indore during October 2001 and subsequently launched six other stations. At present, Radio Mirchi operates in 12 cities including Mumbai, Delhi, Kolkata, Chennai, Indore, Ahmedabad, Pune, Hyderabad, Bangalore, Jaipur, and recently in Patna and Jalandhar. Shortly, the station has plans to operate in at least 20 more cities and have a total of 32 radio stations in the country.