Results and Effectiveness

Radio Mirchi retained it's no. 1 spot in the next quarter of the IRS survey. Although it cannot be wholly attributed to the IRS campaign, we believe it played it's part. As a direct consequence of the campaign, we saw callers call-in to leave their personal messages just like the campaign had.

Creative Execution

To bring alive the idea that everyone listens to Radio Mirchi, we disguised our radio spots as actual callers in a call-in show. However, these callers didn't speak to the RJ, but to an acquaintance of theirs, whom they confidently believed - were listening to Radio Mirchi. And the messages they left were so personal in nature that they immediately caught the audience's attention. For example, we had a local thug threatening a borrower who was hiding from him. A boss who fired an employee who was AWOL. A wife telling her husband where she had left the house keys, because his phone was dead. Etc.

Insights, Strategy and the Idea

The Objective: To let our audience know that we were the no. 1 radio station according to the Indian Readership Survey. The Target Audience: Our listeners are the general Indian public across socio-economic categories. The Insight: Radio Mirchi is the leader by such a large margin that there's a very good chance that any given person is a Radio Mirchi listener. This led to the generalized claim - 'Everyone listens to Radio Mirchi.' Relevance: The idea 'Everyone listens to Radio Mirchi' clearly conveys our leadership position and projects an image of having a very loyal audience (in a category in which brand loyalty is very rare).