Nineteen years after carving a niche in the FM radio space, Radio Mirchi has revealed its new brand identity with a campaign titled ‘Sirf Radio Nahi, Har Entertainment Mein Mirchi Hai’. This rebranding strategy highlights Mirchi’s “hyperlocal, multi-format, and multi-platform content and solutions capabilities that cut across digital, Live and FM”.
With the rebranding, Mirchi’s objective is to focus on creating a bouquet of offerings for the consumer, regardless of the platform of consumption, be it radio, digital, or live events. Mirchi’s FM arm features the Mirchi, Mirchi Love and Kool channels. Under the Live offering, the brand will continue with its on-ground and virtual events.
The digital arm of the business focusses on new properties such as web radios, Mirchi Originals, Mirchi Murga, and Filmy Mirchi among others. The branding focusses on the strategy of “hypervocal for hyperlocal”. Talking to media about the rebranding, Prashant Panday, Managing Director and 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.”