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 AHMEDABAD-
250 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
THANK YOU