One of the biggest challenges at Radio Mirchi was adapting to the medium. Designing campaigns with just the audio medium at hand was a daunting task. But once the journey began, it turned out to be fun. Like doing an all day phone call for Uninor when they wanted to talk about lowest call rates, or creating an anthem live in the studios over the course of a day for Pepsi, or turning cricketers in to RJs for Pepsi Change the Game. It was a rollercoaster.
One such fun campaign was Kurkure.
Kurkure was launching a new campaign with the message - "Kurkure khao aur family ko saath lao". How could we bring it alive on radio? I thought what if Mirchi turned into Mirchi with Family for a while. That could be fun. Out of this was born Radio Mirchi with Family. For a week the entire channel towed this line. The RJs hosted shows with families, contests required family participation, the station jingle and all other elements changed... basically we turned into one big happy family with the brand Kurkure by our side. This was done in a way that enhanced listener experience and brought home the Kurkure message.
Kurkure BACHA LO FAMILY by Triptisurana
Kurkure BREAKEND by Triptisurana
Kurkure LINER by Triptisurana
Kurkure VS JINGLE by Triptisurana
One such fun campaign was Kurkure.
Kurkure was launching a new campaign with the message - "Kurkure khao aur family ko saath lao". How could we bring it alive on radio? I thought what if Mirchi turned into Mirchi with Family for a while. That could be fun. Out of this was born Radio Mirchi with Family. For a week the entire channel towed this line. The RJs hosted shows with families, contests required family participation, the station jingle and all other elements changed... basically we turned into one big happy family with the brand Kurkure by our side. This was done in a way that enhanced listener experience and brought home the Kurkure message.
Kurkure BACHA LO FAMILY by Triptisurana
Kurkure BREAKEND by Triptisurana
Kurkure LINER by Triptisurana
Kurkure VS JINGLE by Triptisurana
