Radio Mirchi presents #Khushi Ki Nayi Dhun – new way to happiness
After a decade of the peppy signature tune which was synonymous to the energy of the brand, Radio Mirchi launches a fresh new melodious jingle nationwide. The new jingle is overloaded with fun, excitement and connects to the new age youth of today who are always on the verge of change. The cool new jingle “KhushikiNayiDhun” is composed by musical duo Sachin-Jigar while Shalmali Kholgade, Jigar M Saraiya and the expert whistler Mayur Puri lent their harmonious voice for the same. This jingle is an instant mood changer and makes you feel happy and energetic owing to its beats and tune that will stick to the mind for good.
The idea behind the campaign is to launch the signature tune which is in sync with the audiences' tastes as they evolve and to further increase the reach of the radio to a younger music loving segment. Earlier the epic tune of the brand, “Mirchi Sunne wale always khush, always khush” resonated with the vibrant energy of Radio Mirchi since 2007. The FM brand with its new jingle wants to convey the same frequency of happiness to its listeners.
Radio Mirchi’s Chief Programming Officer Tapas Sen 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 that we need an overarching nationwide campaign that will target the youth, reinforce the Mirchi brand and revitalize the radio category itself."