Title | IRS CALLERS |
Brand | ENIL |
Product / Service | RADIO MIRCHI |
Category | B01. Corporate Information |
Entrant | McCANN WORLDGROUP Mumbai, INDIA |
Entrant Company: | McCANN WORLDGROUP Mumbai, INDIA |
Advertising Agency: | McCANN WORLDGROUP Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Prasoon Joshi | McCann Worldgroup | Executive Chairman & Regional Executive Creative Director, Asia Pacific |
Akshay Kapnadak | McCann Worldgroup | Creative Director |
Rahul Mathew | McCann Worldgroup | Creative Director |
O.R. Radhakrishnan | McCann Worldgroup | Creative Director |
O.R. Radhakrishnan | McCann Worldgroup | Copywriter |
Godwin D'mello | McCann Worldgroup | Copywriter |
Parvathy Nair | McCann Worldgroup | Account Supervisor |
Shashank Lanjekar | McCann Worldgroup | Account Supervisor |
Manas Danait | McCann Worldgroup | Account Manager |
Richa Dholi | McCann Worldgroup | Account Manager |
Amol Sonawane | McCann Worldgroup | Agency Producer |
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.
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.
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).