Communication And Advertising Strategies Of Radio Mirchi1

DIPLOMA IN COMMUNICATION AND ADVERTISING BATCH 17 PRESENTATION BY EYANDEEP KAUR MITALI BHATT

PRESENTATION ON COMMUNICATION AND ADVERTISING STRATEGIES OF RADIO MIRCHI BRAND AWARENESS AND BRAND MANAGEMENT

INTRODUCTION ENIL (Entertainment Network (India) Ltd. was incorporated on June 24, 1999. Benett Coleman & Co. Ltd. & Times Infotainment Media Ltd. are the promoters of ENIL. In 2000 where the Government formally announced auction of 08 FM frequencies across 40 cities, Entertainment Network (India) Ltd. Won the largest number of licenses, thereby acquiring a national footprint and becoming the only commercial FM broadcaster present in all 4 metros, with an exclusive presence in 7 cities.

PROCOMPANY’S PROFILE FILE Radio Mirchi was earlier available in the seven cities of Mumbai, Delhi, Kolkata, Chennai, Pune, Indore & Ahmedabad. Now it is also available in key market of Banglore, Hyderabad, Jaipur, Patna & Jalandhar etc covering 32 stations across India. It's the largest private FM Radio operator in the country in fame of number of operational stations and revenue. Inspite of RM located in diverse regions it is able to attract the audience due to superior audience preference which provide content customized to taste ,language &

Continue... RADIO MIRCHI HAS REACHED 36.7 MILLION LISTENERSHIP IN YEAR 2005 WHEN RM WAS ONLY PRIVATE FM CHANNEL IN LAST TWO YEARS WITH NEW PRIVATE FM PLAYERS HAVE COME UP BUT STIL RM TOPS THE CHART OF IRS. RECENT IRS (INDIAN READERSHIP SURVEY) TAKEN JULY 2007 – JUNE 2008 SHOWS RADIO MIRCHI ATTRACTED 16.34 MILLION LISTENERSHIP MUCH HIGHER THAN S-FM (6.83 MILLION) ,RADIOCITY(5.7 MILLION) & RED FM(3.14 MILLION) RADIO MIRCHI MOTIVATED ITS LISTENERS TO REMAIN ALWAYS HAPPY AND CHIRPY…

TARGET AUDIENCE Radio Mirchi primarily target students, youth & young working adults. Additionally they follow a day-pout method for focusing on different segment of listeners. DIVISION each day into seven day parts Family (7:00 a.m. to 11:00 a.m)-Hello Ahmedabad, Housewife (11:00 a.m to 2:00 p.m.)-Khoobsurat Youth (2:00 p.m. to 5:00 p.m.)Total Filmy, Evening drive time (5:00 p.m. to 9:00 p.m.)Bumper to bumper, Late evening (9:00 p.m. to 11:00 p.m.)Purani Jeans, Night (11:00 p.m. to 1:00 a.m.) Dr.Love

ADVERTISEMENT OF BRAND RADIO MIRCHI RADIO MIRCHI BRAND DEFINITION : ADDING FUN TO EVERY MOMENT … BECAUSE ITS HOT. RADIO MIRCHI MOTIVATED ITS LISTENERS TO REMAIN ALWAYS HAPPY AND CHIRPY…

TONE AND MANNER MIRCHI IS FUN …THE BIGGEST SOURCE OF ENTERTAINMENT…WHENEVER & WHEREVER IT INTERACTS WITH PEOPLE IT BRINGS SMILE TO THE FACE. IT IS INTELLIGENT …NOT SLAPSTICK. ITS YOUNG…NOT KIDDISH. IT IS SMART HUMOUR.CRACKING JOKES COMES NATURALLY

ATTITUDE …MIRCHI FOLLOWS ‘ITS HOT’…IS THE ATTITUDE - ALWAYS CHARGED - ALWAYS ENERGETIC - ALWAYS LIFE TO MUNDANE MOMENTS

COMMUNICATION & ADVT STRATEGY MIRCHI DOES ITS BRANDING IN VARIOUS WAYS : ACTIVATION,MARKETING AND PROGRAMMING COLLECTIVELY WORK FOR BRANDING OF RADIO MIRCHI.

BOLLYWOOD KA FUNDA MIRCHI – A HUB OF BOLLYWOOD GOSSIPS . CHR – CONTEMPORARY HIT RADIO – PLAYS SONG SELECTED AFTER CRUCIAL RESEARCH. PROGRAMME : TOTAL FILMY – COVERS BOLLYWOOD GOSSIPS AND SCOOPS.

EVENTS & TIE – UPS ACTIVATIONS DEPARTMENT OF RM IS ABLE TO REACH MULTIPLE TOUCH POINTS OF THE MARKET. EVENTS : MIRCHI KAAN AWARDS  DEDICATED TO RADIO ADVERTISEMENT PLAYED AMONG ALL FM CHANNELS.  ALMOST 240 RADIO STATIONS NATIONWIDE TAKE PART. KAAN AWARDS RECOGNISED AT

MIRCHI TALENT HUNT THIS IS ORGANISED AT LOCAL LEVEL. YOUNG COLLEGE GOING STUDENTS ARE PARTICIPANTS. SINGING AND DANCE COMPETITIONS AMONG 25 SHORTLISTED COLLEGES. VERY POPULAR AMONG AHMEDABAD COLLEGE STUDENTS.

MIRCHI KITTY PARTY ORGANISED BY NATIONAL ACTIVATIONS ON PAN INDIA. LISTENERS OF FEMALE ORIENTED SHOW – KHOOBSURAT. KITTY PARTY INCLUDES ORGANISED AT SOME BIG AREAS SUCH AS MALL OR STADIUM. VARIOUS GAMES ARE PLAYED – FREE COUPONS VOUCHERS ARE DISTRIBUTED. GENERALLY,CLIENTS DEALING IN HOME APPLIANCES ARE COSPONSER. KITTY PARTY,GALLOPS MALL IN AHMEDABAD250 FOOTFALLS .CO-SPONSER – BAJAJ OTG

TIE – UPS MIRCHI – XAVIERS GARBA – BRAND

ADVERTISEMENT AND REVENUE GENERATION. VACATIONS 2008 – CONSUMER EXHIBITION , TIEP UP GANDHI CORPORATION.LARGEST EXHIBITION FOR EVERY BEST POSSIBLE CONSUMER PRODUCTS.

OUTDOOR BROADCASTING DIRECT COMMUNICATION TO AUDIENCE ON FIELD DONE BY REPRESENTATIVES (RADIO JOCKEY)OF RADIO MIRCHI.  QUIZES ,GAMES ,SOUND BYTES ETC ARE COVERED BY OB’s. 

MIRCHI CARES MIRCHI CARES – CONNECTING TO

PEOPLE AT THE TIME OF ADVERSITY AND ACT AS A MORAL SUPPORT. TERROR ATTACKS,FLOODS OR EARTHQUAKE – MIRCHI ACT AS A SUPPORTIVE ACTION. :CSR ACTIVITIES : MIRCHI HEART BEAT ; ON WORLD HEARTS DAY.

COMPARATIVE STUDY CHR – INCLUDES HIT NUMBERS VERSUS OTHER FM CHANNELS AVOIDING FAST LOUD SONGS. CSR ACTIVITIES EVERY WEEK. SPECIFIC ADVERTISER – CAUTIOUS ABOUT SELECTING COSPONSER AND APPROACHING ADVERTISERS.

WINGS OF SUCCESS YEAR 2004 – ‘983 KISMAT KHOL DE”

CONTEST WON GOLD MEDAL FOE BEST ACTIVITY . 7 OUT OF 8 AWARDS RECEIVED BY RADIO BROADCASTER FROM RAPA (RADIO & TELEVISION ADVT.PRACTIONER’S ASSOCIATION OF INDIA) IN 2005. 5 TIMES RAPA AWARDS FOR BEST RADIO CREATIVES.

CONCLUSION

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