Top Story

e4m_logo.png

Home >> Media - Radio >> Article

Radio Mirchi emphasises on BTL initiatives to build direct connect

30-August-2004
Font Size   16
Radio Mirchi emphasises on BTL initiatives to build direct connect

Usage of below-the-line activities for brand building and promotion seems to have caught the fancy of FM major Radio Mirchi. The group plans to come up with almost two BTL initiatives every month to establish direct connect with listeners. Nandan Srinath, Senior Vice President – North, says consumer-led activities have always been quite effective in brand building and promotion.

Citing the example of the latest BTL launched by them, he said an activity like ‘Mirchi Diamond Hunt’ launched on August 25, would give listeners a chance to participate in a daily hunt for diamonds at 12 select retail outlets in the city. The amount of entry to the contest varied from outlet to outlet. The participants got a chance to win a diamond by searching for the gem in a large sand box taken across the city by the Radio Mirchi team.

An activity like this helps in connecting directly with the listeners. Similarly, other consumer-led promotion activities like ‘Kismat Khol De’ and ‘Khel Lakhon Ka’ conducted so far have yielded good results. Activities like these yield twin benefits. The channel gets its due publicity and the retailers get a good number of footfalls.

Radio Mirchi is planning at least two retailer-led BTL activities each month, says Srinath.

The success of this model will determine its replication on a pan-India basis, he adds.

Tags

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

Co-founder and CEO of Britzo launched IVVO smartphone under the ‘Make in India’ program

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

Co-founder and CEO of Britzo launched IVVO smartphone under the ‘Make in India’ program

“Hate speech targeting journalists is shared and amplified on social networks, often by troll armies,” the report read while stating the reason for drop in India’s rank.

We take a look at travel company, MakeMyTrip’s ad with its brand ambassadors – actors Ranveer Singh and Alia Bhatt which has garnered the brand 4,239,789 views on YouTube