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Lewis Hamilton takes Mirchi listeners on a ride

Radio Mirchi had partnered with Vodafone India for the Vodafone Speed Fest 

BestMediaInfo Bureau | Delhi | September 19, 2012

Mirchi listeners had a whirlwind of a time as Radio Mirchi partnered with Vodafone India for the Vodafone Speed Fest and presented Mirchi listeners and Racing fans an exclusive opportunity to drive with the iconic Lewis Hamilton. The mega contest titled ‘Ride with Lewis’, had an exciting programming blend of contests and trivia quizzes and expert information that were played out on the Mirchi airwaves till September 16!

The ‘Ride with Lewis’ mega contest, a mammoth first of its kind initiative undertaken by Mirchi,  was spread across ‘Hi Mumbai’, ‘Dheemi Local’ and ‘Sunset Samosa’ where RJs Jeeturaaj, Sangeeta, Neha, Suren & Meera posed a variety of racing based quizzes to the listeners. Participants qualifying each round of questions not only got through to the consecutive rounds but also won lucrative goodies such as iPods, Vodafone Kits and Tab phones with the ultimate prize being a ride with the great Lewis Hamilton. Mirchi conducted 12 rounds of contests running across all shows through the day with 3 qualifiers selected from each show for the next round. The selected participants were rewarded with exciting Vodafone Kits and other goodies.

This was followed by a contest where RJs Jeeturaaj, Sangeeta, Neha, Suren & Meera held another round of qualifying quizzes where one winner was chosen from each of the shows, thus resulting in four winners in the semi-final round. The chosen ones added Tab phones to their goodies and clashed off their wits in the finale on September 14 where one single lucky winner Rohan Korgaonkar was given the once in a lifetime opportunity of a thrilling ride with Lewis Hamilton on September 16, Sunday.

Adding to the fun and excitement, Radio Mirchi also had The Times of India Sports Editor Vinay Nayadu to enlighten the Mirchi listeners with expert advice, tips and trivia on racing!

Commenting on this unique programming initiative, Preeti Nihalani, Cluster Head, Radio Mirchi – Mumbai said, “We are happy to be partnered with Vodafone Speed Fest and bring to the listeners an exclusive opportunity for a ride with the legendary Lewis Hamilton. Introduced on 10th September, this endeavor has garnered overwhelming participation and enthusiasm from sports-loving fans and Racing aficionados. The unique programming package of trivia, quizzes and goodies enjoyed record number of listenership on Mirchi! Radio Mirchi has always been at the forefront of pioneering innovative campaigns and we hope to capture and maximize excitement in future around the great sport of racing with similar initiatives as well”.

Anuradha Aggarwal, Sr. Vice President, Brand and Consumer Insights, Vodafone India said, “We are happy to be associated with Radio Mirchi and provide this opportunity to Mumbaikars to win a ride with ace F1 driver Lewis Hamilton. Vodafone shares an exclusive relationship with McLaren Mercedes which gives us access to the team, the drivers and other assets which enables us to provide our customers unique content and enjoy great experiential events and promotions. The city race experience in Mumbai is an exclusive event that happens so far only in Monaco and Singapore. We are very happy to bring our customers to get closer to this action and thrilled with the response that we have received so far”.

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