Radio Mirchi is 'Khushi Ki Nayi Duniya'

The new jingle has been composed by musical duo Sachin-Jigar while Shalmali Kholgade, Jigar M Saraiya and whistler Mayur Puri have lent their voice

BestMediaInfo Bureau | Mumbai | July 21, 2016

After a decade of the peppy signature tune 'Mirchi sunne wale always khush, always khush', which was synonymous with the energy of the brand since 2007, Radio Mirchi has launched a fresh new jingle nationwide. The new jingle 'Khushi Ki Nayi Duniya' has been composed by musical duo Sachin-Jigar while Shalmali Kholgade, Jigar M Saraiya and whistler Mayur Puri have lent their voice.

The idea behind the campaign is to launch the signature tune which is in sync with the audience taste, and to further increase the reach of the radio to a younger music loving segment. The FM brand with its new jingle wants to convey the same frequency of happiness to its listeners like its earlier jingle.

Tapas Sen, Chief Programming Officer, Radio Mirchi said, “Change is always good as it gives us a fresh start. This is a pan-India campaign which holds the same positioning as earlier and that is 'Khushi' (happiness). The moment you take a brand beyond the product, it attains salvation. So, the brand has high visibility. But after the recent radio spectrum auctions, Mirchi will be entering a number of new markets and with the new environment of streaming music. It was felt we need an overarching nationwide campaign that will target the youth, reinforce the Mirchi brand and revitalise the radio category itself.”

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