| 21 Feb 2024
Radio Mirchi's new brand is all about love

MUMBAI:  ENIL (Entertainment Network India Limited) has already launched its channels in Kochi, Guwahati, Bengaluru, Hyderabad and Chandigarh. Now, it has launched its second radio brand 'Mirchi Love’ for listeners in Ahemdabad, Surat and Jaipur, on 5 September 2016. Mirchi Love will be the second station from ENIL in these cities.

To complement the feel of the station, the freshly installed station has received an apt tagline, which says ‘Just Pyar Kiye Jaa’. Mirchi Love will run on the frequency 104 in Ahmedabad and Jaipur, while in Surat it has locked 91.9.

Unlike contemporary radio stations, Mirchi Love is based on the theme of love. The programming is entirely set upon the same. The station went on air with a romantic love jingle, composed by noted composers Sachin-Jigar and sung by Ash King and Aditi Singh Sharma.

 The lists of the shows are as follows-

The morning show ‘Wake up Dil’ hosted by Gautham from 7-11 am
The Bollywood gossip show with ‘Bollywood Ka Rogi’ Yogi from 11 am to 2 pm
The afternoon show, from 2-4 pm hosted by ‘Love Inspector’ Hemangi,
The evening show – ‘Shreya’s Love Café’ from 4-7 pm
The night show – ‘Love Ka Pillow’ hosted by Neha
The late night band, 12-2 am hosted by the caring & sensitive storyteller ‘Love Charger’ Varun.

 Radio Mirchi CEO Tapas Sen said, “Radio stations are all formatted on a music era. Thus, there are CHR (Contemporary Hits Radio) stations, retro stations and even ‘90s stations. We felt radio stations could 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”.

Radio Mirchi CEO Prashant Panday said, “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.”

The new brand, Mirchi Love will soon be launched in five other cities – Pune, Hyderabad, Lucknow, Kanpur and Nagpur.

Also Read: ENIL to launch new channels - 'Mirchi Love' - in three existing markets