Radio Mirchi goes ad free to celebrate Slice’s launch in Mumbai

Slice, PepsiCo’s mango juice drink brand, partnered with Radio Mirchi to provide listeners in Mumbai with complete non-stop music entertainment all through the day on Friday, February 26, 2010, as part of its launch celebrations in Mumbai.

e4m by exchange4media Mumbai Bureau
Updated: Mar 3, 2010 8:44 AM
Radio Mirchi goes ad free to celebrate Slice’s launch in Mumbai

Slice, PepsiCo’s mango juice drink brand, partnered with Radio Mirchi to provide listeners in Mumbai with complete non-stop music entertainment all through the day on Friday, February 26, 2010, as part of its launch celebrations in Mumbai.

Keeping in mind Slice’s core positioning of pure (mango) pleasure, Radio Mirchi proposed the ‘no ad pure pleasure day’.

Riya Mukherjee, Senior VP - Creative Services, Radio Mirchi, said, “We’ve had a wonderful vibrant association with Slice. The brand came on to radio last year with the moments of pleasure campaign. For the Mumbai launch of Mango Slice, the mandate to us was clear – give something hugely innovative, yet pleasurably simple. This ‘No Ads Day’ was a perfect solution. It took forward Slice’s pure pleasure positioning and turned it into a moment of consumer truth. All radio listeners want more music and as few interruptions to the entertainment as possible. Fifty-five minutes of music per hour is what the station delivered: Pure Listening Pleasure.”

Homi Battiwalla, Director, Juice & Juice based drinks, PepsiCo India, said, “With the launch of Slice, we wanted to cement our relationship with the mango lovers of Mumbai. With this objective in mind, we partnered Radio Mirchi to create a campaign that established the proposition of mango pleasure while creating a huge impact. We are delighted at the response to the ‘No Ads day’, which has created unprecedented disruption with consumers and our trade partners. We are also optimistic that the ongoing campaign on integrating Mumbai’s pleasure moments with Mango Slice on Radio Mirchi will be an equally big hit.”

Radio Mirchi operates FM radio stations in 32 cities – Mumbai, Delhi, Kolkata, Chennai, Indore, Ahmedabad, Pune, Hyderabad, Bangalore, Jaipur, Patna, Jalandhar, Goa, Baroda, Bhopal, Kanpur, Rajkot, Nashik, Varanasi, Aurangabad, Lucknow, Surat, Kolhapur, Madurai, Nagpur, Vishakhapatnam, Coimbatore, Mangalore, Vijayawada, Raipur, Thiruvananthapuram and Jabalpur. ENIL had launched its first radio station in the city of Indore in October 2001.

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