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Tag: Mirchi

  • Mirchi Plus to launch a true-crime series ‘India’s Most Wanted’

    Mirchi Plus to launch a true-crime series ‘India’s Most Wanted’

    New Delhi: Mirchi has launched its new crime audio series, ‘India’s Most Wanted’, exclusively on the Mirchi Plus App. The audio series, which is hosted by Indian television producer and director, Suhaib Ilyasi – is a spin-off of his 90s crime TV show.  

    With his unique voice and iconic narration style, Suhaib Ilyasi delves deep and provides an analysis of the nation’s ten enthralling crime stories for Mirchi Plus listeners. Each 30-40 minute episode takes the listeners through a different heinous crime story. The series brings a diverse set of stories from different parts of India centered around mass killings, kidnapping, and scandalous high-profile murders, among others.

    The combination of Suhaib Ilyasi’s gripping storytelling skills and the turn of events in the stories are sure to keep the listeners engrossed throughout. Furthermore, each episode has Mirchi’s original background score, thus creating an immersive listening experience for the users.

    Commenting on the show’s launch, Entertainment Network India Ltd (ENILN) national content director Indira Rangarajan said, “We are delighted to witness a positive response from the audiences with the launch of each audio content. Our first celebrity marquee audio show 1000 Crore Ki Laash has been a huge success. In line with Mirchi’s aim of making Mirchi Plus ‘kahaniyon ka asli adda’, we have launched our latest true-crime audio story – India’s Most Wanted. Narrated in Suhaib Ilyasi’s quintessential voice, the series is sure to treat the users with a thrilling crime genre. We hope to continue to bring in multiple genres of audio entertainment for our listeners.”

  • Mirchi announces new show ‘Shape of You’ with Shilpa Shetty

    Mirchi announces new show ‘Shape of You’ with Shilpa Shetty

    Mumbai: Music and entertainment company Mirchi has announced its new show “Shape of You” with Bollywood actor Shilpa Shetty as the host. The talk show on celebrity fitness will be available on Mirchi’s YouTube channel – Filmy Mirchi. 

    “Each episode of ‘Shape of You’ will feature Shetty in candid conversations with a B-town celebrity about their mental and physical transformation from the time they debuted till the present day. It will also reveal their workout routines, and fitness mantras. Through the show, fans will get a sneak-peak into the lives of their favourite celebrities and their secret tips and tricks to stay fit,” said the statement.

    The show will be a star-studded series featuring popular artists from the industry including John Abraham, Jacqueline Fernandes, Masaba Gupta, Badshah, Shehnaz Gill, among others, it added.

    “Shilpa’s knowledge, experience, and jovial personality form the baseline for the show; we couldn’t have found a better fit,” said Mirchi executive president Nandan Srinath. “We are keen on witnessing the response that the show receives and hope to set new records with its success. Also, we are glad to have Pintola as presenting sponsor for the first-ever season of ‘Shape of You’ and wish to have a fruitful relationship ahead.”

    “My journey with fitness and wellness started over 15 years ago, and my involvement in it grew post giving birth to my first child,” remarked Shipla Shetty Kundra. “Over time I have realised the importance of health and fitness in my life, and I want to play the role of a catalyst in people’s lives who are looking to embark on this journey. Through ‘Shape of You’ and through the ‘Simple Soulful App’, I want to reach out to more people who want to pay attention to themselves as well as their health and wellness.”

    The show is presented by Pintola Peanut Butter and co-powered by Sofit. “‘Shape of You’ is an attempt to make a healthy difference in the lives of many. We will continue encouraging everyone to adopt a healthy lifestyle through our 100 per cent natural, high in protein, and zero preservatives products,” stated Das Foodtech head of marketing Anand Patel.

  • Mirchi’s ‘Proudly Local’ campaign nudges brands to go local

    Mirchi’s ‘Proudly Local’ campaign nudges brands to go local

    Mumbai: Music and entertainment company Mirchi has launched its latest campaign called ‘Proudly Local’ with an aim to build awareness around the importance of being ‘multi-local’ for brands and marketers.

    The campaign is based on the findings of the last government census (2011) according to which over 500 million people in India do not speak Hindi and over one billion people do not speak English. Through this campaign, Mirchi aims to create an understanding of India’s linguistic diversity and the need for brands to integrate local language, insights, and nuances in their communication across platforms in order to connect with their audience.

    Mirchi took to print and digital formats releasing 12 advertisements across three cities in foreign languages including Amharic, Chinese and Korean. This cheeky campaign is intended to put marketers in the shoes of local consumers who do not connect with the Hindi or English marketing initiatives targeted towards them.

    “We are the largest hyperlocal music and entertainment brands in the country. Over the years we have grown to cater to numerous markets within India, in their local language, through a multitude of our offerings—radio, digital content, original content and on-ground activations. We understand the importance of speaking in the consumers’ language and the power it holds to connect with them,” stated Mirchi executive president Nandan Srinath.

    Through these incomprehensible ad copies, Mirchi piqued the interest of marketers across India, and subsequently redirected them to its microsite highlighting the diversity of India’s lingual ecosystem and the need for ‘multi-localisation’. As part of the campaign, Mirchi is also providing access to a white paper on ‘Marketing to the real India in post-pandemic times’ which delves into the intricacies of strategising for Indian markets in the new normal, shares case studies, and provides an understanding of impactful hyperlocal solutions.

    “Through the launch of our Proudly Local campaign we want to create awareness about not just the language barriers that are still prevalent in the marketing community, but also the need to examine local nuance and insights, local knowledge, local mediums and local action. Our client’s brands perform differently in each of their markets, and we help craft solutions across multiple media based on our local teams’ local insights,” Srinath further said.

    Throughout the course of the campaign, Mirchi aims to share its insights, platforms, content, and other curations with brands across India to help them connect and engage with their target audience.

  • Mirchi rebrands Mirchi Scribbled to Mirchi Mehfil

    Mirchi rebrands Mirchi Scribbled to Mirchi Mehfil

    Mumbai: Music and entertainment company Mirchi has announced the relaunch of its spoken word and storytelling platform Mirchi Scribbled as Mirchi Mehfil, in a bid to pave the way for the art of the spoken word in mainstream entertainment.

    “Mirchi will now not only showcase a variety of storytelling art forms across India but also provide a platform to emerging and established storytellers and spoken word artists,” it said in a statement on Tuesday.

    With more than five million views and 53 million impressions, Mirchi Scribbled showcased exceptional talent from the performance poetry community that resonated with the Indian audience. Mirchi Mehfil, to be hosted on YouTube and Instagram, aims to tap into a wider audience set with diverse content across shayari, poems, spoken word and storytelling through live performances, on-ground and online events, open mics, curated shows, podcasts, and other formats, said the company.

    “Mirchi always strives to provide entertainment through its multi-platform and multi-format content hub, thereby enabling and creating an ecosystem for talented individuals across art forms,” said Mirchi  MD and CEO Prashant Panday. “Through Mirchi Scribbled we have built a large community of spoken word artists with a huge, ever-growing subscriber base. Through this property, we aim to build a platform for budding niche artists and amplify their voice in mainstream entertainment.”

    The brand marked the relaunch at Mirchi Studios, Mumbai with a power-packed line-up of performances by artists like Divy Sharma, Harsha Agrawal, Arti Jain, and Parth Vasani, giving consumers a sneak peek into the content that will be available on the relaunched platform. Hosted by RJ Tashi, the event saw the unveiling of Mirchi Mehfil’s logo in the presence of eminent Bollywood lyricist and poet Manoj Muntashir.

    “Mirchi Mehfil is indeed a wonderful initiative, especially for artists in smaller towns who don’t have access to platforms,” said Muntashir. “With the extensive reach that Mirchi brings to the table and its connection with a wide audience base, Mirchi Mehfil will prove to be a boon for artists and literature enthusiasts across the country.”

  • Mirchi associates with Delhi govt on substance use

    Mirchi associates with Delhi govt on substance use

    MUMBAI: Radio Mirchi has culminated the second season of Mirchi Degree and educated students on the issues of substance use.

    Radio Mirchi 98.3FM – a leading radio station, saw the culmination of its flagship campaign, ‘Mirchi Degree’ to to boost the confidence of every student. This year, Mirchi has associated with the Government of Delhi to talk about the sensitive issue of usage of drugs by college students.

    The campaign, which started last year, is curated to encourage students to believe that it is not only the formal degree that will take them to heights but the unconventional talent hidden in them also plays a vital role to achieve success. This year, the campaign was endorsed by celebrities such as Ajay Devgn, Varun Dhawan, Raj Kumar Rao, Ileana D’Cruz, Shreyas Talpade and Esha Gupta. The initiative was aimed to address the issue of substance use and compelled students to get high only on their talent and not on any substance.

    As part of the activity format, fully branded activity vehicle was deployed in campuses in Delhi/NCR including elite colleges like SRCC from the Delhi University North Campus. Led by RJ Naved, Radio Mirchi team along with the Mirchidaar RJs invited the students to showcase their talent through Live performances inside the bus and provided them a chance to earn a Mirchi Degree.

    With the students posting funky pictures on their social media handles, RJ Naved was seen entertaining and cheering them.

    As part of the drive, Mirchi spoke to several addicts, peddlers, doctors, NGOs to shed light on the growing concern. To spread the message, the Mirchi team conducted both on-air and on-ground activities to college campuses in Delhi NCR.

    Radio Mirchi cluster head Pritesh Chothani said, “The idea that passion is as important as education, we want all students to be confident of their talent and stay away from substance. Talent will take you far, anything else will not.”