The FM radio brand, Radio Mirchi, has renamed itself 'Mirchi' – a company for music and entertainment. With the campaign 'Sirf Radio nahi, har Entertainment Mein Mirchi Hai', the radio brand has undergone a complete transformation after 19 years. The branding transition clearly reflects the strengths of Mirchi's hyperlocal, multi-format and multi-platform content and solutions that span digital, Live and FM. The brand will now concentrate on providing a range of avenues and content to be part of the life of its customer, regardless of the distribution medium, be it radio, digital or live events. The Mirchi, Mirchi Love and Kool channels feature the FM arm of Mirchi. The brand will proceed with its on-ground and virtual events under the Live offering. The business digital arm focuses, among others, on new media properties such as web radios, Mirchi Originals, Mirchi Murga and Filmy Mirchi.
The renewed brand identity also enhances the company's focus and strength to create customised city-centric brand solutions aligned with its 'hypervocal for hyperlocal' strategy for its advertisers. Currently, with solutions and digital making up the rest, the FM business stands at 66 percent of total revenues. Prashant Panday, Managing Director and Chief Executive Officer, Mirchi, said "We have built a strong brand for over two decades. Over the last few years, we have been diversifying across various formats and platforms into content capabilities. Our strategic pivot from a pure play radio company to a full-suite solutions provider for our consumers and advertisers is signalled by the new brand identity. This marks the start of a new era for us and illustrates our transformation to become the number 1 city-centric music and entertainment company in India."
Mirchi will launch the song, 'Sirf Radio nahi, har Entertainment mein Mirchi hai' with India's leading artists as an extension of this new identity launch. An A to Z video series will also be launched by the company, in which each alphabet represents an entertainment feature or content created since its inception by the company.