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Radio Mirchi ‘turns off the radio’ for Sony to promote IPL

MUMBAI: With the T20 mania hitting the country, various mediums are now launching innovative campaigns in association with Sony Max and Six to promote the on-going season of the Indian Premier League (IPL). Taking the same path, Radio Mirchi too has launched a ‘Turn off the Radio’ campaign to make way for the ‘IPL ka Bulaava’.

Mirchi RJs have been promoting the ‘Turn off the Radio’ audio peg, a shift from the popular ‘Turn up the Radio’ Mirchi jingle that rules the airwaves.

Radio Mirchi Mumbai cluster head Preeti Nihalani said, “Pepsi IPL is the most anticipated tournament for sport enthusiasts in the country. Radio Mirchi undertook a ground-breaking and unprecedented campaign for Sony to promote the pre-launch and launch of the latest edition of the popular tournament. An idea of this nature meant a huge leap of faith and we were extremely confident of our brand’s ability to pull it off.”

Further in a dramatic twist, RJ Meera host of the evening show ‘Sunset Samosa’ in Mumbai disappeared from the on-air studios at 8 pm as she couldn’t resist ‘Pepsi IPL Ka Bulaava’ to watch the match. The sudden RJ disappearance was apparently a common occurrence in Mirchi studios across the country as a response to the ‘bulaava’.

The campaign drove the message that no other ‘bulaava’ will work anymore as the T20 craze reigns on Sony Max and Sony Six.

Sony Max VP marketing and communication Vaishali Sharma said, “The power of Pepsi IPL is such that brands are willing to challenge the norm to be associated with it. Radio Mirchi’s ‘Turn off the radio’ campaign is an innovative promotion which effectively propagates our campaign ‘Come On, Bulaava Aaya Hai’ urging all the listeners to enjoy this cricket tournament by tuning into the matches. We are confident that this unique campaign by Radio Mirchi will help us achieve a greater marketing hype for the tournament.”

The radio network also created buzz around the tournament by providing listeners with an ‘alternative’ to switch off the radio and surrender to the ‘bulaava’.

In Mumbai, RJ Meera also connected with another Mirchi RJ Deep from Kolkata who willingly accepted defeat on behalf of his team prior to the first match between Mumbai Indians and Kolkata Knight Riders.

Later, RJ Neha took over the task of hosting the evening show as RJ Meera made the disappearing act. Neha also provided score updates as she connected with Meera on the phone to share the reason of her sudden exit from the live show.