The world is changing and so does the people living in it. it is very important to shift with the coming times and hence this ppt is a representation of how radio Mirchi is pacing up with the real world while being relevant in the market.

1. Story of
The Brand

2. From Radio (Terrestrial and Digital) to
Original Content, Airport Radio to High
Impact Television properties,
multimedia solutions to live
entertainment, and digital solutions to
brand activations, Mirchi has been
entertaining audiences for the last 21
years
Source Mirchi's Linkedin

3. The original avatar of Radio Mirchi was Times FM.
Radio Mirchi began operations in 1993 in Indore,
Madhya Pradesh.
Until 1993, All India Radio - was the only radio
broadcaster in India.
Privatization - 2000 initiative to privatize the radio
broadcasting sector.
Launch of Mirchi 4th Oct 2001
It is owned by ENIL)
HOW IT STARTED?

4. Mirchi's mission is to be the largest city-centric
infotainment company serving Indian & South Asian
audiences across the globe.
Advertisers can develop solutions for their marketing
problems.
MISSION STATEMENT
Source Mirchi's Linkedin

5. Selecting the Name
Positioning of the brand
The right audience
Diversification
Rebranding
Digitalization

6. The Perfect
Name
Brand
postioniing
The right
Audience
The right RJ's
Countrywide survey.
Selection of 50-60
Names
Mr. Vineet Jain added
Mirchi
Mirchi resonated with
the youth .
Previously -Hot
Contemporary Hit Radio
(CHR)
The tagline was It’s hot
Youth station
Mirchi stands for
everything
entertainment.
The target audience is
largely between 15-25
Previously bull’s eye age was
25
Today the bull’s eye age is
about 20- 21.
SWAY- Single Working Adult
Youth
They know the brand voice well.
Inherits brand DNA
Sunshine
Progressive
Fresh
Spirited
RJ Sayema - Purani jeans
RJ Naved - Mirchi Murga

7. Diversification Rebranding Digitalization The future
Creating diverse avenues
and content
Mirchi's FM arm features
the Mirchi, Mirchi Love,
and Kool channels.
The digital arm focuses
on web radios, Mirchi
Originals, Mirchi Murga,
and Filmy Mirchi among
others.
Expands into a wider
media and
entertainment brand
Podcasts
Video on YouTube
and OTT live
entertainment events,
concerts, TV shows,
and much more.
Big influencer chain
23 online radio
stations
Reaches 50-60
million/Monthly
India’s number 1 city-
centric music and
entertainment
company.
Hypervocal for
hyperlocal
A to Z video series.
Source - The economical times

8. THE NEW MIRCHI
Radio Mirchi drop Radio from its name in December 2020.
Mirchi Plus, an app that lets you listen to audio stories,
curated music playlists, read stories, and watch videos.

9. RAM Ratings for Week 20'22 - 23'22 is out. Radio Mirchi ranked number
one in Mumbai and Kolkata.

11. THANK
YOU