Top Story

e4m_logo.png

Home >> Media - Radio >> Article

Radio Mirchi dons up Delhi the 'Masala Maarke' way

16-June-2004
Font Size   16
Radio Mirchi dons up Delhi the 'Masala Maarke' way

After extensive promotion of the Mumbai morning slot and the immense response generated for the same, Radio Mirchi is extending the experiment to 'Hello Delhi' as well. The show falls under the 7-11 am time band and is aired from Monday to Saturday and it is hosted by RJ Nitin. Just like the Mumbai mould, the Delhi version discusses subjects that are close to the city's heart in addition to interactive segments such as interview of the day in Mirchi Gireftaar, Mirchi Vote- the listeners' poll, astro and humor capsules such as Baba Black Sheep. Mirchi is taking on a massive outdoor promotion, for the same, underlined by the baseline 'Masala Maarke' which reflects the station's brand attributes.

Says Prashant Pandey, COO, Radio Mirchi, "Radio is a medium of the masses, and no one captures the essence better than RJ Nitin who's fluent in Hindi, Punjabi, English and Yankee tongue. Nearly, after an year of it being launched, Hello Delhi (Mon-Sat, 7-11 am) has renewed its commitment to bringing alive Delhi for 3.5 million listeners every morning -- adopting the baseline 'Masala Maarke' which mingles nicely with Mirchi's brand values. Every morning, Hello Delhi tackles a topic that Delhi has woken up to: whether it's the proposed electricity tariff hike, the water crisis, or reservations for women in Delhi's co-ed colleges."

Pandey adds, "The popularity of the band, in addition to the RJ can be seen by the fact that people of all age groups, starting from civic officials, police officers, celebrities and ordinary people who have called up the Radio Mirchi studio to voice their opinion on the topic of the day, and have all subscribed to the popularity of RJ Nitin. Essentially a public forum for Delhi to discuss subjects relevant to the city, the show delivers various interactive segments which have caught the fancy of the audience.

As Mirchi asserts, the best way to wake up every morning in Delhi is through freshly brewed coffee, a crisp folded newspaper and RJ Nitin's voice saying 'Hello Delhi' at frequency of 98.3 FM. Given the popularity of the 'Masala Maarke' initiative in Mumbai, it would remain to be seen, whether Mirchi would extend the same to other cities besides Delhi.

Tags

Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)