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Case
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Reference no. 321-0009-1
Published by: Amity Research Centers
Published in: 2021

Abstract

This compact case provides scope to examine and discuss, the Entertainment Network (India) Ltd.'s (ENIL) flagship brand 'Radio Mirchi's transformation plans to become a music and entertainment centric company for participants of Strategy, General Management and Marketing courses. Radio Mirchi was known to have sparked a new life to almost dead radio medium, long time ago. Over the last 20 years, the leading private FM brand 'Radio Mirchi', had been diversifying its offerings spanning music, video, filmed entertainment, social media, live events, storytelling, podcasts and original content. With the rise of media consumption of the aspirational Indian population, the incumbent players have been trying to capitalise with new products and business models. In addition, most successful brands were making changes in their brand journey to continue to connect and engage the audiences. Amidst the pandemic, Radio Mirchi too embarked on a new journey with a brand new identity and positioning diversifying into a wider expanse of media and entertainment world. Would the transformation journey of the leading FM radio brand to focus on creating diverse avenues and content, pay off in the long run?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2020.

Geographical setting

Region:
Asia
Country:
India

Featured company

Entertainment Network (India) Ltd
Type:
Public company
Industry:
Media and entertainment

Featured protagonist

  • Prashant Panday (male), MD and CEO

About

Abstract

This compact case provides scope to examine and discuss, the Entertainment Network (India) Ltd.'s (ENIL) flagship brand 'Radio Mirchi's transformation plans to become a music and entertainment centric company for participants of Strategy, General Management and Marketing courses. Radio Mirchi was known to have sparked a new life to almost dead radio medium, long time ago. Over the last 20 years, the leading private FM brand 'Radio Mirchi', had been diversifying its offerings spanning music, video, filmed entertainment, social media, live events, storytelling, podcasts and original content. With the rise of media consumption of the aspirational Indian population, the incumbent players have been trying to capitalise with new products and business models. In addition, most successful brands were making changes in their brand journey to continue to connect and engage the audiences. Amidst the pandemic, Radio Mirchi too embarked on a new journey with a brand new identity and positioning diversifying into a wider expanse of media and entertainment world. Would the transformation journey of the leading FM radio brand to focus on creating diverse avenues and content, pay off in the long run?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2020.

Geographical setting

Region:
Asia
Country:
India

Featured company

Entertainment Network (India) Ltd
Type:
Public company
Industry:
Media and entertainment

Featured protagonist

  • Prashant Panday (male), MD and CEO

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