Undertook a study on Integrated Marketing Communications by ‘Radio Mirchi’

1. IMC-Radio Mirchi
Prepared by,
RR Mohan Kumar
PGP-II nd Year
Bharathidasan Institute of Management,Trichy
9789042492

2. Social Media
Active in social media: Twitter and
Facebook
Proactive user engagement
Most followed brand in its category.
Has successfully merged entertainment
to draw more users.
Direct Marketing

3. Guerilla Marketing
Tied up with Mumbai Dabawalla’s
Utilized Dabawalla’s Database
Offered a red mirchi along with a direct
mailer of its program
created high impact and generated
immense response
Personal Selling

4. Word of mouth
Marketing
Blogs
• Turns customers into loyal fans by
leveraging RJ’s popularity
• Viral Marketing: Active tracking and
sharing with friends and followers
• Potential to build additional web
traffic, and retain customers
• Turns customers from passive
listening towards an interactive
experience
• Increased brand image and goodwill

5. ‘Sound Cloud’ &’You Tube’ Streaming
of content
Ensures reach to a different segment of
customers
Makes available videos of most sought
after programs for passive viewing
Has more than 1 Million video views in
you tube the largest in its category
Interactive Marketing

6. Public Relations
Charitable donations
Tied up with actor chiranjeevi to organize a
100 day blood donation drive
Auctioned lunch with movie celebrities for charity
Raising funds for city based NGO’s
Organized contests among viewers where
winner’s money will be donated to charity

7. Community Relations
Initiative by Radio Mirchi along with Toyota
Etios during monsoons
Radio mirchi listeners were offered free
transport
Created huge publicity and generated
enormous goodwill among local commuters
in Mumbai
Publicity

8. Mobile Apps
• Developed an App taking the brand to
mobile platform
• Ability to adopt new technologies to ensure
brand reach through various means
• Launched new stations for mobile
subscribers of
Airtel, Idea, Vodafone, MTS, Docomo and
reliance
• Recognized as winner for the Best New
Media Initiative at Indian Radio Forum
awards

9. Events & Experiences
Mirchi RJ Hunt:
• Talent show to pick the best RJ
• Active Listener engagement
• The audience is familiar by the time the RJ hosts a
show
Mirchi Music Awards:
• Award show dedicated to the music industry
• Listeners vote for their favorite stars
• Builds strong relationship with music fraternity
Awards and Talent shows

10. Awards and Talent shows
Actor Hunt:
•Recognizing talent amongst its listeners
• This contest had a huge response
•Created enormous publicity.
Mirchi KAAN Awards:
• Promoted and recognized clutter breaking
Advertisements
•Created good will amongst Ad agencies
Events & Experiences

11. Sports
Started in 2005 in collaboration with
Kolkata Police
More than 1000 teams participate
every year
Best players are selected for future
training at Germany
Ruid Guilt served as the brand
ambassador
Big hit among the younger generation.
Events & Experiences

12. Promoting the category: Market
Leader
Organized a Ten day long festival
Contests and programs on different
genres of music.
Over 2000+ tweets were done in twitter
for a contest.
The hash tag trended at the number 1
position for almost 20 hours, nationally.
Sales Promotions

13. Sales Promotion
Catching them young
Radio Mirchi tied up with Birla Insurance to
organize contests for kids.
Kids to take full control of Radio Mirchi station for
an entire day.
Give them an opportunity to produce the
show, produce the promos and programming
for the day.
Kids interviewed celebrities from all walks of life.

14. Advertising
In-Film Branding: Motion Pictures
• Tied-Up with movies to leverage in film
branding e.g.: Marathi films-Jai Jai
Maharashtra Mazha (JJMM)
• Brands get a good visibility
• Behind the scenes, movie tickets, movie
merchandise and exclusive interviews e.g.:
Qayamat
• Associated with Abhishek Bachchan and
Lara Dutta starrer Mumbai Se Aiya Mera
Dost and the Hrithik Roshan and Preity
Zinta starrer Koi Mil Gaya.

15. Results
• Radio Mirchi emerged the clear leader with over
46.5 million listeners all over the country
• Radio Mirchi’s total daily reach in the metropolitan
cities was 7.7 million listeners
• Combined weekly listenership of approximately
11.3 million
• No 1 Brand in Private FM Space.
• Ranked No.1 in all IRS (Indian Readership
Survey) surveys till date in terms of national
reach