Mumbai : Leading FM brand Radio Mirchi has launched a new advertisement campaign on TV after a gap of nine years. The new advertisement film, ‘Rudali’, ideated by McCann Worldgroup, takes ‘Mirchi sunne wala always khush’ proposition forward.
Radio Mirchi is owned by Entertainment Network India Ltd, the radio broadcasting unit of Bennett, Coleman and Co. Ltd.
“Mirchi has been doing local campaigns – mostly print and outdoor-led—over the last few years. We have also invested heavily in building our on-ground business and TV properties business,” said GG Jayanta, national marketing head of Radio Mirchi.
“We do over 200 on ground activities – nearly one every alternate day – and have a host of TV properties, like the Mirchi Music Awards, the Mirchi Top 20 and Spell Bee. So, the brand has high visibility. But, after the recent radio spectrum auctions, Mirchi will be entering a number of new markets, and with the new environment of streaming music, it was felt that we need an overarching pan-India brand campaign that will draw in the youth, reinforce the Mirchi brand and revitalize the radio category itself.” added Jayanta.
The campaign is based on rudaali – professional mourners at funerals. The younger rudaalis find it hard to cry to the exasperation of the older rudaali. The reason they find it hard is revealed at the end. (This TVC is a continuation of one of Mirchi’s most iconic TVCs called the “gutter ad”, in which even a person working in a gutter/sewer is singing singing and in an unobtrusive sort of way it shown that the reason he is singing is that he is to Mirchi.)
The TVC will run for four-six weeks over 50 channels. There is a huge digital leg, which will also leverage Mirchi’s own FB and YouTube pages. Also Mirchi’s RJs have huge following – their FB and Twitter feeds will be used to reach out too.
While McCann is the ad agency, the media agency is Starcom, and the production house is Jamic Films.