What is Radio Mirchis USP in a field where almost all players sound alike?
There are several factors which give Mirchi its distinctive look, but the first that comes to mind is the brand. I think it’s a powerful brand, terrific brand recall and the product offerings that go with the brand, endorse what the brand stands for. Otherwise sometimes you can have a great marketing campaign, and the product doesn’t do too well, you can’t sustain it. It’s a tough medium because it’s a dynamic medium. This is not television where you can shoot 14 episodes of a serial and then release it. The only thing dynamic about television is the news room. Radio is not like that. Radio is a genuine medium. If I use the word ‘superficial’, people get scared. But when I say superficial, I mean, it does not have contextual depth. Like, you can have a psycho thriller at 1′ o clock on television. But the same won’t work on radio. Radio goes by the bio clock. A morning show, sunrise, and a sunset show. You can’t have a psycho show or a saas type soap, radio can’t do that. I am just rest
