MxMIndia

Tag: Mirchi

  • To beef up Mirchi's own digital transformation

    Mirchi acquires stake in Spardha School of Music

    By Our Staff

     

    Entertainment Network India Ltd (ENIL), a subsidiary of The Times Group, has acquired a significant minority stake in Spardha – a music e-learning startup. This is to beef up Mirchi’s own digital transformation as a mobile-first entertainment brand.

     

    Commenting on this investment, Yatish Mehrishi, CEO, ENIL, said: “Over the past two decades, Mirchi has become synonymous with best-in-class music and entertainment. Even as we transform into a mobile-first entertainment brand and are busy building out our Mirchi Plus app engine, we are keen to explore a number of new areas. We can build those in-house, or we can invest outside. E-learning was one such space, that we were interested in building from a D2C standpoint, but it was best that we invest in a sector leader like Spardha, rather than build inside ENIL.”

     

    Added Saurabh Srivastav, founder director and CEO of Spardha: “I feel thrilled about this new partnership with ENIL. We at Spardha strongly believe that there are multiple opportunities where Spardha & Mirchi can collaborate in the common interest of helping Spardha grow faster & improve its brand visibility in the market. Mirchi has a strong presence in many international markets where Spardha is focusing on for the next level of growth. Mirchi’s strong presence in these markets will help Spardha optimize its branding & marketing strategies to penetrate deeper into those international markets at a faster pace. Spardha looks to gain from Mirchi’s prowess in building strong consumer facing brands, its deep engagement with the film & music industry as well as its ad-revenue and B2B sales ecosystem.

     

  • Library of original content on love for stories in India

    Mirchi audio OTT launched

    By Our Staff

     

    Mirchi, the city-centric music and entertainment company, has launched Mirchi Plus, a mobile app. The app offers a large library of original audio stories, podcasts, videos, entertainment news and more across 10 different languages – English, Hindi, Punjabi, Marathi, Gujarati, Bangla, Telugu, Tamil, Malayalam and Kannada.

     

    Said Vineet Jain, Managing Director, Bennett, Coleman & Co Ltd: “Mirchi has always been the audience’s go-to choice for all things music; with the launch of ‘Mirchi Plus’ we now enter the exciting & evolving space of story-telling and original content. This transforms Mirchi into its full digital avatar, allowing us to pick, analyse and act on consumer signals in real time.”

     

    Added Prashant Panday, MD & CEO, ENIL: “Mirchi has dominated the radio industry for over two decades with its best-in-class audio entertainment. With the evolving needs of our consumers and the rapid adoption of digital avenues for entertainment, we wanted to expand our consumer engagement and be present where our consumers are. Mirchi Plus strengthens our digital play. Through the launch of the app, we look forward to building a multi-lingual and immersive audio experience for our listeners. Moreover, Mirchi Plus is a significant addition to Mirchi’s digital properties aiding Mirchi in fulfilling its goal of generating 25% of our revenues from digital.”

     

    Added Nandan Srinath, Executive President, ENIL: “The team at Mirchi is so excited with the launch of Mirchi Plus! This is a major stride for us in delivering new and original content, gathering data for action, and providing measurable & actionable outcomes for our advertising partners. The Mirchi Plus app is crucial to the enduring success of our company, brand and people in the coming decade.”

     

  • Nudges advertising and marketing fraternity to communicate in their local languages

    Mirchi roots for linguistic diversity in new campaign

    By Our Staff

     

    Mirchi has launched its latest campaign-Proudly Local-with an aim to build awareness around and underline the importance of being massively multi-local amongst brands and marketers

     

    Talking about the campaign, Nandan Srinath, Executive President, Mirchi said: “We are the largest hyperlocal music and entertainment brands in the country. Over the years we have grown to cater to numerous markets within India, in their local language, through a multitude of our offerings-radio, digital content, original content and on-ground activations. We understand the importance of speaking in the consumers’ language and the power it holds to connect with them. Thus, through the launch of our campaign, Proudly Local, we want to create awareness about not just the language barriers that are still prevalent in the marketing community, but also the need to examine local nuance and insights, local knowledge, local mediums and local action. Our client’s brands perform differently in each of their markets, and we help craft solutions across multiple media based on our local teams’ local insights.”

     

  • With cater to the spoken word, Shayari and poetry community

    Mirchi rebrands storytelling platform to Mirchi Mehfil

    By Our Staff

     

    Mirchi, eka Radio Mirchi, has announced the relaunch of its spoken word and storytelling platform Mirchi Scribbled as Mirchi Mehfil.

     

    Said Prashant Panday, Managing Director & CEO, Mirchi: “Mirchi always strives to provide entertainment through its multi-platform and multi-format content hub; thereby enabling and creating an ecosystem for talented individuals across art forms. Through Mirchi Scribbled we have built a large community of spoken word artists with a huge, ever-growing subscriber base. With a growing community of artists that cut across storytelling formats like Shayari, poems as well as spoken word, we are excited to relaunch Mirchi Scribbled as Mirchi Mehfil. Through this property, we aim to build a platform for budding niche artists and amplify their voice in mainstream entertainment.”

     

  • Aims to address the Hindi content demand in UAE and Qatar

    Mirchi expands to Middle East

    By Our Staff

    Mirchi has announced the launch of its radio platform and solutions in the UAE and Qatar. In line with its aim to expand its international presence and cater to the Hindi music and entertainment demand, the company brings its content and RJs to the niche consumer set in these markets.

    Having established its stronghold in Dubai for over eight years, it is re-entering the market through a partnership with Suno FM – rebranding it to Mirchi 102.4 FM. Launching through a partnership with One FM, Mirchi will be known as Mirchione 89.6 FM in Qatar

    Said Prashant Panday, MD and CEO of Mirchi: “The international radio industry is vast with immense potential, especially in the Middle East. This region houses a significant number of Indians and Southeast Asians – more than 50% of the population, who seek Hindi music and entertainment. While Dubai was a market where we enjoyed the pole position for years. Qatar, however, is a new market, with only one private station that addresses this demand. In the coming months, we also plan on entering Bahrain. Thus, leveraging our expertise, talent and extensive content library, we are excited to expand our reach in these three markets and look forward to entertaining our discerning consumers with some hot music and shows.”

    Added Kish Bandopadhyay, Mirchi’s partner in UAE, Director of Dolphin recording Studio LLC:  “We are absolutely delighted to announce our partnership with Mirchi, India’s premier music and entertainment brand, which is a sure trendsetter for innovation and excellence in the commercial radio space. We have no doubt that this strong alliance with Dolphin Studios, the oldest commercial radio broadcasters in the Gulf, will deliver a product that represents the best and most enjoyable listening experience.

  • Aims to become India’s #1 city-centric music and entertainment company

    Mirchi restructures beyond radio

    By Our Staff

    Mirchi has restructured its organisation. While radio continues to be the foundation, the brand aims to build and strengthen its solutions business by pivoting to multiple platforms and formats. As a part of the rejig, Mirchi has eliminated the regional structure entirely, expanded jobs and given larger geographies to its business heads.

    Said Vivek Kulkarni, Senior Vice President and Head – Human Resources, Mirchi: “Over the last 13 years, Mirchi has grown to become the one-stop solution provider for marketers. With our deep consumer insight, hyperlocal reach, leadership in the radio industry, strong team of talented members, unparalleled content library and a multi-media presence, we have been providing customized solutions to our clients. Today, as we inch closer to becoming India’s no.1 city-centric music and entertainment company with a refreshed brand identity, we also look to restructure our organization in line with our vision.”

     

     

  • Mirchi has renamed its radio station from 98.3 to 98.Stree for the 10-day initiative

    Mirchi & Modicare collaborate to campaign for women

    By Our Staff

    Modicare Limited and Mirchi are back with their women empowerment campaign – ‘Sapno Ki Azadi’, Kickstarted on March 3, ’Sapno Ki Azadi‘ campaign” will run for 10 days on radio and digital, across eleven cities.

    Said Samir Modi, Founder and Managing Director, Modicare Limited: “A nation cannot truly progress till each and every woman is empowered to fearlessly pursue her dreams. When women thrive, all of society benefits. For us at Modicare it has always been paramount to create an ecosystem where women get equal opportunities to grow and pursue their dreams. We have over 3 lakh consultants joining us every month, out of which 60% are women. Today, after 25 successful years in the business, we have innumerable success stories of women who decided to take charge and be fearless in their pursuit of success. Modicare has also been recognised amongst India’s 50 Best Workplaces for Women. Through Sapno Ki Azadi we wanted to share their inspiring stories with the world and motivate others to pursue their dreams.”

    Added Shivangini Jajoria, Senior Business Director from Mirchi: “Modicare’s brief of celebrating every women’s right to dream inspired our team to create this multi-platform campaign which rides on the connect our RJ’s have built with their listeners on both radio and social media. Through ‘Sapno Ki Azadi’, we hope to inspire while we entertain.”

     

     

  • The tagline is Sahi Prep Hai Toh Life Set Hai"

    Mirchi features Kartik Aaryan for GradeUp campaign

    By Our Staff

    Mirchi Brewery has launched a campaign for Gradeup with the tagine ‘Sahi Prep Hai Toh Life Set Hai’. With Kartik Aaryan as the face of this campaign, the brand drives home the message through a series of digital films.

    Said Vipul Nagar, National Solution Director – Mirchi: “At Mirchi Brewery, we strive to provide customised creative solutions to our discerning clients that help achieve specific goals. Thus, with an aim to make a mark for Gradeup in a rather cluttered EdTech space, we conceptualized the ‘Sahi Prep Hai Toh Life Set Hai’ campaign. Through a series of digital films featuring Kartik Aaryan, the campaign connected with the young students of today to highlight the brand’s unique offerings and how it helps them not just prepare for competitive exams but for life.”

    Added Ankit Gautam, AVP Marketing, Gradeup: “Mirchi was able to build a great campaign from a very deep-rooted cultural insight, which instantly connects with the audience and has a strong brand association. We are very happy with the way the ad films have come out and are graining great traction in the market. While picking up agency, we decided to go with Mirchi because of their in-depth market research and the directional approach”