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Mirchi Mobile Launched On Reliance And BSNL

Launched first on Airtel, it allows mobile subscribers to tune-in to special content created and designed by Radio Mirchi.

BestMediaInfo Bureau | Delhi | January 13, 2011

‘Mirchi Mobile’, the path breaking product designed by Radio Mirchi in association with Spice digital, which was launched for Airtel subscribers some months back, will now be available to Reliance and BSNL mobile subscribers also. This unique product allows mobile subscribers across the country to tune-in to special content created and designed by Radio Mirchi in different languages from different cities by dialling a short code 59830 on their mobile phones.

‘Mirchi Mobile’ addresses the need of people to stay connected to their hometowns by providing them entertainment in the language of their choice, and updating them on the city happenings. This product has become one of the fastest growing VAS products in Airtel’s portfolio. With Mirchi Mobile now going live on Reliance and BSNL networks, this product is set to create a new category for itself in the Mobile VAS space.

Commenting on the launch, Rahul Balyan, Head– Digital Initiatives at Radio Mirchi commented – “The product Mirchi Mobile has found great success till now, and we are happy to extend this product through Spice digital to the subscribers of Reliance and BSNL mobile. This is the first time that a well established radio brand has successfully extended a product offering into the undifferentiated music space in the VAS domain. We believe that it is the strength of Radio Mirchi’s brand makes people try the product, which is amply clear by the pace of growth of this product till now despite many such commoditized products already available in the VAS space. There is clear value for the subscribers for this product since it allows people to stay in touch with city that they may belong to or aspire for.”

Shehzad Azad – Chief Content & Alliances officer of Spice Digital commented “We are happy to take forward our partnership with Radio Mirchi to innovate the music listening experience for the customers of our esteemed partners Reliance and BSNL. Being an IVR based service, available in over 15 regional languages; it caters to all segments of the society and is not limited either by location or handset features. Spice is at the forefront of bringing such unique mobile VAS services and we believe success of Mirchi Mobile will motivate us to bring more such services to the Indian mobile consumers in the near future.”

This initiative has been part of the on-going digital initiatives by Radio Mirchi. Mirchi had launched a product with Vodafone called ‘Vodefone Mirchi Caller Tune’, which even won various awards for the unique innovation. Radio Mirchi was also the first and only Radio station to have launched Visual radio a few years back in association with Nokia and HP.

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