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Radio Mirchi ties up with Idea for Mirchi Music Awards

The awards show will be held in February 2014. The event will be promoted on all mediums. Radio Mirchi is also going international from February 2014

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Radio Mirchi launches Punjabi edition of its Music Awards

Radio Mirchi ties up with Idea for Mirchi Music Awards

The awards show will be held in February 2014. The event will be promoted on all mediums. Radio Mirchi is also going international from February 2014

Sohini Sen | Mumbai | October 23, 2013

publive-imageIndia's leading private FM radio broadcaster, Radio Mirchi, from Entertainment Network India Limited (ENIL), has tied up with Idea Cellular for the Mirchi Music Awards. The partnership will see Idea Cellular become an integral part of all editions of the Mirchi Music Awards, namely, Hindi, Marathi, Kannada, Tamil, Telugu, Malayalam, and Bangla.

Established in 2008, Mirchi Music Awards recognizes and honours the crème de la crème of the music industry. Initially launched in Hindi, the awards were extended to the South in 2010, followed by Bangla in 2012 and Marathi in 2013. With the Mirchi Music Awards, Radio Mirchi has set a benchmark and is one of the most anticipated award ceremonies of the year. Spectacular performances, rib tickling acts, foot tapping music in the presence of celebrities make for an entertaining event.

Significantly, Radio Mirchi will make its international foray with the launch of the brand in the UAE. From February 2012, Radio Mirchi will be heard in Dubai, Abu Dhabi and Al Ain and will the first Indian radio brand to go international.

"We chose Idea because it is a premium, innovative brand and is very savvy with music events, which makes it a perfect fit. This will be for a longer period of time, which makes it beneficial for the advertisers as well. There will be provisions to renew the deal every now and then, of course. It is our effort to bring to the forefront the people behind the biggest musical hits. A record 65 million viewers watched the telecast of the awards this year. In the 6th year of the awards, Radio Mirchi is happy to welcome Idea Celluar as a partner. We look forward to engage deeply with Idea," said Prashant Panday, Executive Director and CEO, ENIL.

Sashi Shankar, CMO, Idea Cellular, commented, “Music is universal and has formed the core of Idea's brand building and customer-connect strategy over the years. Music provides us a platform to connect with large audiences with diverse backgrounds almost instantly. Brand Idea has always been active in promoting music and its talent across the country through our advertising such as the recent 121 campaign, and other popular activations such as Idea Rocks India, Idea Jalsa to name a few. We are happy to extend our association with Mirchi Music Awards again this year, and honour musical talent from not just Hindi and Bollywood music but also Bangla, Marathi and other languages from southern India.”

The promotions for Mirchi Music Awards will start nearer to the time of the event. There will be television, radio, print advertising and coverage and digital for marketing the award. While the 6th Mirchi Music Awards will be held in February, it will be shown on TV in March.

Sohini.Sen@BestMediaInfo.com

Info@BestMediaInfo.com

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