Since its inception Radio Mirchi has positioned its name with tuneful music in every listener's subconscious mind. In its recently launched creative campaign, Mirchi 98.3 lost it Mirchi and left everyone wondering where it went and why?
A teaser campaign for two days was played out on air where strategically "Mirchi" was beeped out of the station's jingle, their songs, promos and ads as well. The conversation across mediums was that Mirchi is missing everywhere.
Mirchi engaged with consumers across platforms like Facebook and Twitter and on-ground as well in quest for #findingmirchi.
On the launch of the campaign, Mahesh Shetty, Chief Operating Officer, Radio Mirchi said "We were excited to launch this innovative campaign for our listeners in collaboration with Nestle India. This time our favorite 'Mirchi' will create the hot and spicy excitement in the life of our dedicated listeners".
After a teaser phase, Radio Mirchi's Mirchi came back with Maggi Hot Heads, the spicy hot noodle brand.
Radio Mirchi for the first time changed its entire brand identity and gave Nestle this unique solution for Maggi Hot Heads as it was an easy brand fit with "Mirchi" being a part of the brand name itself.
Now with Maggi Hot heads Mirchi98.3 becomes even hotter and that will be reflected across elements on this radio station.
Disclaimer: No Business Standard Journalist was involved in creation of this content
