Radio Mirchi in the tight grip of Cricket World Cup fever

Delhi :The excitement of the ICC World Cup 2011 is already palpable in the air. And taking the excitement up several notches higher this time and to create a History on radio, Pepsi and Radio Mirchi have come together to change the game on mirchi in a unique way.

Today, wake up to a different Mirchi morning. Pepsi has changed the game completely and you will be greeted by your favorite cricketers turned into RJ’s hosting the shows from the Mirchi stations instead of your regular Mirchi RJ’s. The listeners would have never imagined to hear their favourite cricketers on Radio in this form and the Cricketers in the real sense have changed the Game on Radio Mirchi!

Your favorite superstar cricketers – Mahendra Singh Dhoni, Viraat Kohli, Suresh Raina and Virendra Sehwag who will be Mirchi RJs for the whole day and will regale you with their inimitable flair and innumerable memories about India’s foremost passion – Cricket – and various aspects about the World Cup, and doling out their favourite songs at the same time!

Speaking on the association and initiative, says, Sandeep Singh Arora, Executive Vice President – Marketing, Cola, PepsiCo India. “We are the official sponsors of the ICC World Cup, but with this campaign we also want to be the official sponsors of everything that is unorthodox, exciting, and innovative about the game of cricket. In keeping with this we are doing an unorthodox and game changing activity with Radio Mirchi in which the cricketers will be the RJs for the day.”

Catch the stars of Team India at their wittiest best! Hear them having fun while they make you laugh and share exciting experiences and real life trivia as Pepsi changes the Game on Mirchi for the day. Hear the real Mahi and his equation in team India’s dressing room just for this one unique day as he giggles his way through his most nerve racking conversation.

If you thought Multan ka Sultan Virendra Sehwag was only about sixes and fours, tune-in today and hear him crack you up with his hilarious one liners as he shares his endless love for cricket, food and music with listeners only on Radio Mirchi. His love-hate relationship with Shoaib Akhtar, his super-cool attitude even when he’s on 99 and his exploits off-the-field! But who knows, he just might be changing the game, only this time around with a mike

Speaking on the unique endeavour of radio Mirchi and Pepsi, Ranjit Madgavkar, Head Creative, Radio Mirchi says, “Pepsi’s World Cup campaign celebrates true game changers – Radical innovators and mavericks. Being the dynamic brand that Pepsi is they wanted a game changing promotion of their campaign on radio. We at Mirchi gave them just that. We decided to change the game on Radio by getting India’s top cricketers as RJs on Radio Mirchi just before they started. MS Dhoni and his boys would create Radio history today by hosting an entire day of radio before they take on the world in World Cup 2011. This would be truly Changing the game – Pepsi and Mirchi style.”

“Pepsi’s iconic stature is driven by its inspiring, thought-provoking, surprising and irreverent communication. The current campaign – Pepsi Change the Game, is yet another example of how this quintessential youth icon engages with its core consumers. Our objective was to completely change the way listeners consumed the medium, in true Pepsi – Mirchi style. We partnered with Radio Mirchi and came up with a solution that was unconventional, exciting and would simply WOW the listeners. We challenged the norm of celebs being interviewed by Jocks and for the first time ever, made Dhoni and his boys anchor shows across the entire day on radio Mirchi. While the cricketers enjoy creating their own play lists, interacting with Youngistaanis and quizzing the RJs, the listeners will have a truly game changing experience listening to their favorite cricketers replace their local jocks on that day”, Says, Ruchi Mathur, Partner – Client leadership, Mindshare.

It doesn’t end just here, poster boys Viraat Kohli and Suresh Raina, the current heartthrobs of the nation and the future of Indian Cricket, will have the girls screaming for more as they reveal many interesting facts and secrets about themselves!

Cricket has always been one factor that has united the Indians time and again. And with the ICC World Cup’11 about to commence the fervor will only soar higher. Taking the collective euphoria a step further, Pepsi and Radio Mirchi have brought to its fans this game changing treat. On this special day, if you are on your way to office, going for a meeting, planning to catch a movie, your favourite cricketers will be your constant companions.
About Radio Mirchi:

A leader in the private FM radio industry, Radio Mirchi operates FM radio stations in 32 cities i.e. Mumbai, Delhi, Kolkata, Chennai, Indore, Ahmedabad, Pune, Hyderabad, Bangalore, Jaipur, Patna, Jalandhar, Goa, Baroda, Bhopal, Kanpur, Rajkot, Nashik, Varanasi, Aurangabad, Lucknow, Surat, Kolhapur, Madurai, Nagpur, Vishakhapatnam, Coimbatore, Mangalore, Vijayawada, Raipur, Thiruvananthapuram and Jabalpur. ENIL launched its first radio station in the city of Indore in October 2001.

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