Indiantelevision.com Team

(31 August 2006 2:00 pm)

MUMBAI:Radio Mirchi, Delhi has launched its morning show Hello Delhi in a new format and thus set the stage for promoting the show. Since, the show will have elements of spoof in it, the promotions cannot be different. They are mischievous and witty in tandem with the format of the show.

Be it the hoardings at the defence colony flyover, or bus shelter at Mayur Vihar, or if you happen to travel via Metro from Connaught Place to Dwarka or at Café Coffee Day outlet, two naughty faces are looking at you everywhere," informs the official release.

The displays reads 'wake up and smell the madness', 'yet another reason to hate mornings', 'we’ll ruin your mornings for no charge' or 'when your day starts with them, it only gets better'.

Speaking on the marketing initiative Radio Mirchi Delhi station director Kanwarbir Singh says, “Hello Delhi has always been a favourite with Delhiites. The new format of the show is not only been promoted on-air through innovative jingles but we have also beefed on-ground advertisements, as both of them are complimentary to each other. We are very aggressive on our outdoor marketing operation, as seeing is believing. The show is a delightful mix of humour and satire and will certainly create a new benchmark for radio programming making it all the more imperative for us promote it with an outdoor campaign.”

Aired from 7 – 11 am, it is a dual male jock show, a first of its kind for any private FM radio station in the city. Besides giving the listeners their daily dose of news, headlines, weather reports, celebrity interviews, the RJs indulge in spoofism by analysing situations and daily happenings in an unusual way.