Mumbai, 30th January 2024: Mirchi, India’s no.1 city-centric music and entertainment company, bagged the prestigious ECI Media Award in the Electronic Media category (Radio) for its campaign – ‘Ee sala Vote Namde #BeraLutorsi.’ On the 14th National Voters’ Day, ECI recognized Mirchi’s efforts to raise awareness about election processes during the 2023 Karnataka Assembly Elections at the esteemed Zorawar Auditorium in Manekshaw Centre, Delhi Cantt, New Delhi.
Through this campaign, Mirchi Kannada highlighted the importance of exercising an individual’s right to vote among voters in the Karnataka region. Through a combination of radio, digital, and on-ground activations, the campaign reinforced the election date in the minds of the general public.
Harnessing the power of radio, Mirchi partnered with the election commission to host on-air interviews with electoral officers, wherein they shared key insights on the voting processes. Mirchi RJs played a significant role in the campaign as they took to the streets of Bengaluru to engage with the public. The RJs tested the public’s knowledge about voting processes, understanding their sentiments, expectations from their leaders, and encouraging them to vote.
Mirchi deployed a multi-platform, multi-content approach to engage with the voters by curating over fifty video content pieces for its Instagram, Facebook, and YouTube channels. The Mirchi Kannada team also roped in celebrities including Ramesh Aravind, Vasuki Vaibhav, Simple Suni, Dharma Vish, and Pramod Maravante among others to feature in these campaign videos.
That’s not all! Mirchi also collaborated with popular rappers Gubbi and Emmjee to compose a rap song for the campaign. Mirchi RJs hosted a flash mob and used this rap song to endorse the power of voting at bus stands, eateries, and shopping complexes.
Commenting on this win, Pushpendra Singh, Business Director, Karnataka, ENIL said, “Mirchi is known to champion topical conversations through its unique campaigns, initiatives, and collaborations across markets. We are glad to be felicitated with the ECI Media Award for our campaign – Ee Sala Vote Namde #BeraLutorsi. We hope to continue curating more such informative and effective initiatives in the future.”
Mirchi successfully leveraged its hyperlocal strength to encourage citizens in Bangalore, Mysore, and Hubli to exercise their right to vote. The campaign led to an increase in voter turnout, with an additional ten lakh people casting their votes compared to the 2018 elections!
