Case study presenter: The IRS Rankings. A big deal for Radio Stations. But, not so big a deal for the listeners. So, when Radio Mirchi was ranked no. 1 in India, we wanted to tell all our listeners. But we thought, instead of us telling them, what if they were the ones spreading the news? Or at least, make it seem that they were. So we picked a popular show to do it where people called in with their song requests.
RJ: Hi welcome back you are listening to radio Mirchi 98.3 FM. We have another caller on the line let’s hear out that what he has to say!!!
Un-polished tele-marketer from a shady finance company: Hello sir!! I know you are really busy.. but I’ve been trying to reach you since the last week. Sir our company offers the best home loans, car loans, scooter loans and Personal loans, I know you are listening sir... IRS says everyone listens to Radio Mirchi. So please call me as soon as possible. My no. is 222212112, I’ll be waiting for your call. Ok thank you sir. SFX: Phone hangs up.
SFX: Hangs up.
Case study presenter: And through the hour long show, these spots were played at irregular intervals, along with the usual regular callers.
Angry boss firing his junior: Hello!! Hello!! Shekhar what is this??!! You haven’t come to office in a week. And you aren‘t answering my phone calls either. And whenever I call up your landline your wife makes excuses. He’s in the shower, He’s in the loo. He’s doing this... doing that. I know everything… the IRS says everyone listens to Radio Mirchi; I know you are too. Keep listening. And sit in the loo. Don’t bother coming to office from tomorrow. Useless.
Case study presenter: For the next whole week, we did the same.
Local thug threatening borrower: Hey Bitu…It’s Raju ..You think you could switch off your phone and hide from me, huh? Listen up man. I’m giving you a week. I need my money back or else you’ll be asking for trouble. Then don’t blame me that I hadn’t warned you before. Heh, that IRS thing says that everyone listens to Radio Mirchi. I know you are too. And listen, quit sporting that steel pendant. That’s my style…
SFX: Hangs up.
Case study presenter: By the end of the week, there were enough and more people talking about these requests. And in the process, talking about Radio Mirchi’s no. 1 ranking. Just as we had planned. But what we hadn’t planned for was actual listeners calling up to leave actual messages for others.
1) Caller, calling up his friend in Hindi: Hello Arun, Vaibhav here. Where are you dude? Your phone isn’t reachable either. Ok listen now. The whole group’s here, we’re heading to Marine Drive. Come there directly and call me up asap. Alright?
SFX: Hangs up.
2) Caller calling up her friend in English-Hindi: Hello, Nidhi? Where are you yaar? We’re waiting. At the theatre. Movie’s gonna start in 15 minutes. You want us to buy the tickets or not? And why’s your phone switched off? Just hurry up.
SFX: Hangs up.
3) Caller calling up his mother in English-Tamil: Hello mum, Prasad. I won’t be home for dinner today. There’s a lot of work in office. I’ll eat here itself. Alright then!
SFX: Hangs up.
Case study presenter: Their reason being the same. The IRS says that everyone listens to Radio Mirchi.