Quirky annual report garners Radio Mirchi the Gold Midas

28 Dec,2012

By A Correspondent


Radio station Radio Mirchi 98.3 FM won the coveted Gold Midas at the Midas Awards, World’s Best Financial Advertising, for its Annual Report 2011-12, titled Reimagining Radio.


Reimagining Radio is an annual report containing the financials of 2012 but is also an example of innovation. The Annual Report in fact was a direct mailer to shareholders communicating the next big strategy of Radio Mirchi – that is, Digital. It shows the way Mirchi is redefining consumer engagement with its listeners from FM radio to the mobile and internet platforms.


Reimagining Radio captures the essence of the shift from traditional to a new age media company. While listenership of FM radio has shifted almost entirely to mobile phones and digital radio sets, the public perception of radio remains the old-fashioned “box” receiver. The annual report cover juxtaposes the modern with the traditional. The design combines both, the new online platforms where Mirchi engages with its digitally savvy consumers, and the cover has an actual working radio fitted inside which catches terrestrial FM frequency.


G G Jayanta, National Marketing Head said, “Gold at Midas shows that our Annual Report is as hot as our music. We are delighted to receive this award and shall continue to be innovative in our approach”.


Awards that Radio Mirchi has won in the past few months include Popular Radio Channel of the Year at Global Awards for Brand Excellence, Merit at Designomics Awards for Digital Innovation Using Technology for an on air contest called Mirchi Music Housie and a Bronze at Big Bang Awards (Ad Club Bengaluru) for Excellence in Communication & Media for the Purani Jeans Direct Mailer.


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