Indian network Radio Mirchi 98.3 FM has launched a fresh signature tune after almost a decade.

The new jingle ‘Khushi Ki Nayi Dhun’ (New Tune of Happiness) has been composed by popular Bollywood musicians Sachin-Jigar.

It has been sung by Shalmali Kholgade, Jigar M Saraiya and whistler Mayur Puri.

The network has shed the words ‘Radio’ and ‘FM’ from the jingle and now calls itself ‘Mirchi 98.3’.

According to the network, the new signature tune was launched to keep in sync with audiences’ evolving tastes and to further increase the reach of the radio to a younger music loving segment.

Mirchi will soon be entering a lot of new markets after winning new frequencies across the country in the recent radio spectrum auctions and felt it needed an overarching nationwide campaign that will target the youth, reinforce the Mirchi brand, and revitalise the radio category itself.

Tapas Sen, chief programming officer at Radio Mirchi told aFaqs!: “Change is always good as it gives us a fresh start. We wanted to refresh our sound and that’s why we opted for a new tune. Though the previous jingle was very popular, we wanted to retire it while it was at its peak and not when its popularity is declining. This is a pan India campaign which holds the same positioning as earlier and that is ‘Khushi’ (happiness).”