Bangalore : Radio Mirchi has launched its second radio channel in Bangalore branded as Mirchi 95 FM. It will be aired on 95.0 FM frequency and offer the latest Bollywood music to its listeners.
Radio Mirchi has been offering Kannada music to listeners in Bangalore on the 98.3 FM frequency for the last 10 years. The radio broadcaster began services in 2011. Entertainment Network India Limited (ENIL), popularly known as Radio Mirchi, operates across 38 cities in India.
Tapas Sen, CPO, Radio Mirchi, said “Mirchi is a sunshine brand, loved for its right dose of positivity and humour, and Mirchi 95 will be no exception! We have curated this product very carefully – importing the secret sauce of our winning programming from other HSMs and enriching it with local flavours and nuances! We are sure that it will strike a chord with the young cosmopolitan listeners of the city.”
The drive-time shows, ‘Whassup Bangalore’ (7 AM to 11AM) and ‘Breaking Music @ 95’ (4 PM to 9 PM) will offer the latest Bollywood chartbusters. The afternoon show, ‘Mast Melodies’ (11AM to 4 PM) will belt out melodious contemporary numbers. The night show, ‘Dil Chahta Hai’ (9 PM to 12 AM) is a romantic radio show, that purports to be one of a kind. Its radio jockey is the girl on the motorbike, RJ Nithya, who is the ‘Pataka Guddi’ (bombshell) who rides all over the city and connects with people.
Mirchi 95 has on board some smart, enthusiastic radio jockeys. While the morning show host RJ Amar is a fitness freak, the afternoon show host RJ Ridhi is a drama queen in the true sense! The irreverent host of the evening show, RJ Arpith, lives up to the nickname given to him by his peers ‒ ‘Robinhood of Radio’. Radio jockey Bharat is already popular for his quirky tips on relationship issues.
Radio Mirchi has introduced a new jingle for Mirchi 95, composed by the celebrated music duo, Sachin-Jigar. The jingle, ‘Mirchi Sunnewale Always Khush!’ captures the essence of the brand’s positioning. The composers, Sachin and Jigar, have composed super-hit numbers for movies like ‘ABCD 2’, ‘Badlapur’, ‘Go Goa Gone’, ‘Shudh Desi Romance’, ‘Humpty Sharma Ki Dulhaniya’ and “Entertainment”, among others.
Speaking of the launch of Mirchi 95 FM, Prashant Panday, CEO, Radio Mirchi, said, “With launch of Mirchi 95, we will provide the most robust radio coverage in Bangalore. Whenever a client is planning to reach out to the entire city, a mix of 98.3 FM and 95 FM will help them cover the city in the most effective manner. We are launching an extensive outdoor and print campaign to popularize Mirchi 95, which will be followed by a series of BTL activations. With such an interesting product offering and aggressive marketing push, we are hopeful that we shall soon be Bangalore’s favourite destination for Hindi music.”
During the Phase 3 FM radio auctions held by the Union ministry of information and broadcasting (I&B) last year, Radio Mirchi had acquired second frequencies in nine important markets – Hyderabad, Ahmedabad, Surat, Pune, Nagpur, Lucknow, Kanpur, Jaipur and Bangalore. This is the first roll-out of its second frequency network. The other radio stations will be rolled out in the coming few months.