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Subject category: Marketing
Published by: Amity Research Centers
Published in: 2018

Abstract

Commandeering nearly 30% of India's private radio broadcasting market share, Radio Mirchi's (Mirchi) entry into the Middle Eastern market in 2012 was the first step towards the super brand establishing a global presence for itself. Invited by Abu Dhabi Media to start off its Bollywood offering, Mirchi became the first radio station to have instituted nationwide connectivity by broadcasting on three frequencies simultaneously. From investments in research to understand the region's listening habits, to familiarising its radio jockeys with the local norms, Mirchi strove to acquire, retain, and nurture a listener database that spent long hours commuting with only the radio as their travel companion. While radio was considered as the most popular connect in the nation, the challenge for Mirchi was to instill brand connectivity through its jockeys, capitalise on the fast-growing online presence, and build interactive engagements with audiences. From auditory content such as broadcast shows to visual content through Bollywood movie promotions, Mirchi focused on Engaging Content in a bid to attract revenue generation through advertisements. For a brand that was on 'Cruise Control', could Mirchi grow its listenership and be able to replicate the supremacy it enjoyed back in India? Would the brand have to innovate itself for the younger generation who were born and brought up in the United Arab Emirates (UAE)? How could Radio Mirchi UAE ensure that the South Asian community was listening to its tunes, especially when other established brands were entering the FM market in UAE with the same offering?
Location:
Other setting(s):
2017

About

Abstract

Commandeering nearly 30% of India's private radio broadcasting market share, Radio Mirchi's (Mirchi) entry into the Middle Eastern market in 2012 was the first step towards the super brand establishing a global presence for itself. Invited by Abu Dhabi Media to start off its Bollywood offering, Mirchi became the first radio station to have instituted nationwide connectivity by broadcasting on three frequencies simultaneously. From investments in research to understand the region's listening habits, to familiarising its radio jockeys with the local norms, Mirchi strove to acquire, retain, and nurture a listener database that spent long hours commuting with only the radio as their travel companion. While radio was considered as the most popular connect in the nation, the challenge for Mirchi was to instill brand connectivity through its jockeys, capitalise on the fast-growing online presence, and build interactive engagements with audiences. From auditory content such as broadcast shows to visual content through Bollywood movie promotions, Mirchi focused on Engaging Content in a bid to attract revenue generation through advertisements. For a brand that was on 'Cruise Control', could Mirchi grow its listenership and be able to replicate the supremacy it enjoyed back in India? Would the brand have to innovate itself for the younger generation who were born and brought up in the United Arab Emirates (UAE)? How could Radio Mirchi UAE ensure that the South Asian community was listening to its tunes, especially when other established brands were entering the FM market in UAE with the same offering?

Settings

Location:
Other setting(s):
2017

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