To iterate Mirchi’s newly announced brand identity – transforming from Radio Mirchi to Mirchi – the company plans to launch a song, ‘Sirf Radio Nahi, Har Entertainment Mein Mirchi Hai’ featuring India’s leading artistes. It will also launch an A to Z video series, wherein each alphabet represents an entertainment feature or content created by the company since its inception.
After 19 years of existence, India’s leading FM brand Radio Mirchi recently underwent a complete overhaul and pivoted its new brand identity as Mirchi. Capturing the essence of the company’s transformation in its campaign ‘Sirf Radio Nahi, Har Entertainment Mein Mirchi Hai’, the brand has dropped the word ‘radio’ from its logo. The change in the branding reflects Mirchi’s hyperlocal, multi-format and multi-platform content and solutions capabilities across Digital, LIVE and FM.
Creating diverse avenues and marquee content to be a part of their consumer’s life, regardless of the platform of consumption – be it radio, digital, or live events – Mirchi will be available everywhere, providing entertainment to everyone across the world.
The LIVE segment
Under the LIVE offering, the brand will continue with its on-ground and virtual events such as Mirchi Music Awards, Mirchi Neon Run, Mirchi Cover Star, Mirchi Spell Bee, and Mirchi Rock N Dhol. The digital arm of the business will focus on new media properties like web radios, Mirchi Originals, Mirchi Murga and Filmy Mirchi, among others. Mirchi, with its 170 digital influencers, will be present on multiple platforms – 74 radio stations across the world, 24 online radio stations, 12 YouTube channels and various social media platforms.
Prashant Panday, Managing Director & CEO, Mirchi said, “Over two decades, we have built a strong brand. Over the last few years, we have been diversifying into content capabilities across multiple formats and platforms. The new brand identity signals our strategic pivot from a pure play radio company to a full-suite solutions provider for our consumers and advertisers. This marks the beginning of a new era for us and depicts our transformation to become India’s No. 1 city-centric music and entertainment company.”
The focus areas
After being the undisputed leaders in the FM radio business for two decades, the company now, with its multi-platform and multi-format approach, is slated to reach 63 hyperlocal markets with over 100 million+ consumers per month.
The renewed brand identity also heightens the company’s focus on building customized city-centric brand solutions for its advertisers aligned to its ‘hypervocal for hyperlocal’ strategy. Over the last few years, the company progressed to become a diversified media and content company with solutions revenues growing faster than radio revenues.
Currently, the FM business of the company stands at 66% of overall revenues with solutions and digital making up the rest. Mirchi has evolved beyond radio; therefore, consumers can catch the plethora of content emerging from the Mirchi franchise on platforms like Ganaa, MX Player, YouTube, Amazon Alexa and Echo devices, Instagram, FB and much more.
