MUMBAI: In its zest to engage listeners and keep up with the IPL fever this season, Radio Mirchi has associated with Sony Max and Six.
The Mumbai station has created programming around Indian Premier League (IPL) matches with characters like Sarkari Babu and Agabai entertaining listeners for nine days in the built-up to the cricket season. The station has initiated special ‘Chauke-Chhakke’ moments that will remind the city of the most-cherished anecdotes and trivia of the past seasons with fun dance steps for each.
Mirchi has also partnered with ‘Sirf Dekhne Ka Nahi’ campaign where hit choreographer Farah Khan will teach the dance steps in an audio-friendly style on the station.
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Sony Entertainment Television and Max senior VP and marketing head Gaurav Seth said, “As usual it was a pleasure to partner with Radio Mirchi to make ‘Sirf Dekhne ka Nahi’ campaign around Pepsi IPL 2013 come alive on radio. Considering that our campaign revolves around dancing on cricketing moments it was a challenge to manifest the thought in a primarily audio medium. We are thrilled with the response to our creative and are happy that the nation is watching Pepsi IPL and doing Jhamping Jhapak along with it.”
Radio Mirchi cluster head for Mumbai Preeti Nihalani said, “With the cricket fever having gripped everyone, we at Radio Mirchi are leaving no stone unturned to fill our kitty with even more entertainment. We are very delighted to come up with an outstanding programming mix and associations for this incredible cricket season.”
