India’s FM brand Radio Mirchi has rebranded after 19 years to just Mirchi – a music and entertainment company.
Its new campaign says ‘Sirf Radio nahi, har Entertainment Mein Mirchi Hai’ (Not just Radio, Mirchi is there in all kinds of entertainment).
The change in the branding strongly reflects Mirchi’s hyperlocal, multi-format and multi-platform content and solutions capabilities that cut across digital, live and FM.
Mirchi's FM arm features channels like Mirchi, Mirchi Love and Kool. Under the live offering, the brand will continue with its on-ground and virtual events such as Mirchi Music Awards, Mirchi Neon Run, Mirchi Cover Star, Mirchi Spell Bee, and Mirchi Rock N Dhol. The digital arm of business focuses on new media properties like Web radios, Mirchi Originals, Mirchi Murga and Filmy Mirchi, among others.
With 170 digital influencers, Mirchi is present on multiple platforms — 74 radio stations across the world, 24 online radio stations, 12 YT channels and various social media platforms.
The company reaches 63 hyperlocal markets with over 100mn+ consumers per month. Currently, the FM business stands at 66% of overall revenues with solutions and digital making up the rest.
It employs around 650 people in the radio part of the business and 150 in the non-radio businesses, but expects the non-radio business number rising to about 500-600 in the next few years.
