"Mirchi's digital reach is already bigger than its radio reach": Prashant Panday

Radio Mirchi removes "Radio" and becomes "Mirchi"; "Re-branding was long overdue," opines the MD and CEO.

One of the iconic radio stations in India, and also a dream job for RJs across the country, has dropped the word 'Radio' from its name. Radio Mirchi (whose parent company is The Times of India group) will now be known as simply Mirchi. 

The radio station unveiled its new (brand) identity with 'Sirf Radio nahi, har entertainment mein Mirchi hai' campaign. Prashant Panday, MD and CEO, Mirchi, believes the overhaul was long overdue. 

Mirchi wants its hyperlocal, multi-format, and multi-platform content and solutions capabilities to cut across digital, live and FM. Mirchi claims it has 170 digital influencers present on multiple platforms – 74 radio stations across the world, 24 online radio stations, 12 YouTube channels, etc. 

In an interview with afaqs!, Panday talks about his radio station's transformative journey, and what forced it to undergo one. He also shared his views on the COVID-induced lockdown, the challenges that radio, as an industry, is facing now, etc.

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