RnM Team    13 Oct 10 10:47 IST

Sujata Bhatt, EVP, Corporate Strategy and Marketing, ENIL

RnM bring you the Navratri Plans of Radio Mirchi 98.3 FM, India's most successful private FM Network which claims to have over 41 million listeners across 32 stations. The company launched its first station in October 2001 in Indore. Later,  in about a year, Mirchi made its presence felt in six more cities. After Phase-2 of licensing in 2006,Mirchi expanded its network to 25 additional stations, thus taking the total number of stations to 32.

Shikha Shah and Pavan R Chawla spoke with Sujata Bhatt, EVP, Corporate Strategy and Marketing, ENIL,  who feels to build a strong relationship with its listeners, a radio station must involve them in every little initiative.

Navratri is all about religious fervour through music and dance. What is your strategy to attract the maximum listeners? What are the programming  specials that you have planned to be able to co-opt the on-ground fun, celebration and masti from the Navratri pandals?

We are having specials across various Mirchi stations. In Mumbai for instance, almost all the shows have a flavor of Navratri till the 16th of October. Each show is covering different aspects of the festival. The Morning show �Hi Mumbai' has Jeeturaaj talk about more traditional stories related to the festival.

The afternoon shows Dheemi Local 1 and 2 are asking listeners to go traditional this year and inviting Mumbai to share the best places to shop for the perfect Navratri get ups. They are discussing authentic, traditional food made during this time. We are also running a contest, â€?Navratri Pe  Nau Din Nau Mummyaan.' You see, Mirchi jocks love food and are always looking for a treat. So some moms of Mumbai, masters at Navratri food, are being requested to feed us with their best Navratri dishes. For each day of Navratri, we shortlist one mommy basis the taste of her dish and her enthusiasm factor. On the 15th of  October, we have a â€?Mommy Face Off' when all the shortlisted moms will come to the Mirchi studio with their dishes. The Mirchi jocks will taste and grade the food and announce the winner.

Our show, �Sunset Samosa' is capturing the sounds and preparations of the festival in the city. We are also talking to eminent singers about their favourite Navratri memories and getting them to sing their favourite Garba-Navratri songs.

Moreover, we have tied up with the biggest Dandiya in the city

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