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Review |  20 Dec 2007 18:20 |  By RnMTeam

Radio Mirchi spices up image with new jingle

In an attempt to revise its brand identity, Radio Mirchi now has a new jingle.
Although the previous jingles of Radio Mirchi have been good (remember the even earlier 'It's Hot!?), they haven't been something out of the box. The flow of the last jingle as 'radio radio radio mirchi' was quite catchy but probably wasn't connecting with the 'modern' generation with its extreme hip-hop-fixation.

Also, the 'mirchi sunne, mirchi sunne, mirchi sunnewaale always khush' made on the tunes of the Punjabi feat of Nelly Furtado's 'Powerless' with Josh is not very alluring anyway due to its unoriginal music and repetitive have-heard-before type of sound.

Any sensible brand does and should upgrade itself, keeping pace with the changing times and Radio Mirchi has done the same. It has revamped, or rather, further modernized its brand identity and has also changed its signature tune.

The new jingle is extremely peppy, composed by ace duo Vishal-Shekhar (who last did Om Shanti Om) and is definitely engaging and very contemporary. Its frisky nature further adds to its appeal.

With the humming of 'turn up the radio' throughout, the jingle has an unmistakably hip-hop feel to it, coupled with the reiteration of the brand name, 'Radio Mirchi' in a style which is exclusively Hindustani.

A decade after the whistle-mania created by the trademark whistle of Dil To Paagal Hai, the signature whistle of the Radio Mirchi jingle is all set to create mass appeal and is definitely a crucial facet. The female voice, mouthing the "Radio Mirchi makes me wanna move, makes me wanna... (Pause. Let your imaginations run wild!) Mirchi sunnewale always khush, always khush baby" is full of oomph followed by the sensuously voiced 'Radio Mirchi 98.3 fm - It's hot'. The jingle has a perfect blend of the much loved and contemporary hip-hop feel, the Hindustani pronunciation of 'radio mirchi', the very intense voicing of certain lyrics and of course the bewitching whistle. Well, I think something just got hotter. The packaging does sound more contemporary and appealing. Mission accomplished, must say. Great and timely move.

Games