Radio Mirchi Campaign


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Grant Road

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Marine Drive

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Marine Drive

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Lower Parel

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Vile Parle

Media Plan Of The Year – Local

  • Touching controversial topics such as sexuality, religion, PDA, etc.Publically was a big challenge for a top radio channel in Mumbai.
  • Mumbai as the City was chosen for the campaign as it is diverse,liberal and is known to have a moral connect with people.
  • Through their Outdoor Media Campaign, they wanted to urge people to call on the show and speak up on these important topics on air.
  • The show was scheduled in the morning slot of the day, so morning traffic sites were used across Mumbai.
  • Multiple formats huge hoardings, bus shelters, station boards, autorickshaw branding etc. were used
  • OOH Media targeted masses to classes in Mumbai.
  • Strategic Area Wise Creative Allocation was done to stress on topics that were relevant to specific localities inorder to createhigher impact.
  • The show was already the number 1 show in its day part and hadan 18% lead over the number 2 showprior to the campaign. Postthe campaign the gap was increased by more than two and a halftimes to 45% in its day part. The absolute number of people tuninginto the show increased by 17% in a month (Source – Radio Mirchi).