Radio Mirchi launches new FM brand, Mirchi Love, in 3 cities

Enertainment Network India Ltd (ENIL), owner of Mirchi FM, has launched its second brand, ‘Mirchi Love’, in Ahmedabad, Surat and Jaipur. Mirchi Love will be the second station from ENIL in these cities. With these three launches, the company will be operating 44 channels in all.

The new brand will soon be launched in five other cities – Pune, Hyderabad, Lucknow, Kanpur and Nagpur. With the slugline ‘Just Pyaar Kiye Jaa’ to complement the feel of the station, Mirchi Love will be broadcast on the frequency 104 FM in Ahmedabad & Jaipur, and on 91.9 FM in Surat.

Commenting on the new brand launch, Tapas Sen, CPO, Radio Mirchi, said, “Existing radio stations are all formatted on music era. Thus, there are CHR (Contemporary Hits Radio) stations, retro stations and even ‘90s stations. We felt radio stations can also be formatted on a theme; and we chose one of the most powerful themes – love. Mirchi Love will play romantic melody numbers across eras and will fill listeners with feelings of love. Mirchi Love will complement Mirchi, the mother brand, which is a CHR brand.”

The station went on air with a romantic love jingle, composed by Sachin-Jigar and sung by Ash King and Aditi Singh Sharma. The morning show – Wake Up Dil – is hosted by Gautham from 7-11 am, followed by a Bollywood gossip show with ‘Bollywood Ka Rogi’ Yogi from 11 am to 2 pm. The afternoon show, from 2-4 pm, is hosted by ‘Love Inspector’ Hemangi, followed by the evening show – Shreya’s Love Café from 4-7 pm. The night show – Love Ka Pillow – is hosted by Neha. The late night band, 12-2 am, is hosted by ‘Love Charger’ Varun.

Prashant Panday, CEO, Radio Mirchi, commented, “Our market research indicated that while most radio stations help listeners feel energised, there is a huge need-gap in a different space – love. Mirchi Love will offer romantic music from different eras and bring in many new listeners to radio.”

Elaborating on the synergy between Mirchi and Mirchi Love, Panday said, “Mirchi Love will target young adults with high disposable income, the bulls eye TG being NCCS AB1 28-year-old. Radio Mirchi, on the other hand, will continue to target a younger bunch of listeners, the bulls eye TG being NCCS AB1 22-year-old. This will help advertisers target their chosen TG more effectively.”