Abstract

The caselet examines the nature and growth of FM radio in India. It provides details of one of India’s leading private FM radio operators - Radio Mirchi, its operations and business strategy. The caselet also describes the sales promotion campaigns developed by Radio Mirchi to provide an experience to the target audience, especially the youth, and position it differently from the other FM players.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Online advertising as a new tool for effective marketing communications. Leveraging Internet connectivity in India, to promote products and services.

Keywords

FM Radio, Initiative Media, Lowe Group, Radio Mirchi, Radio City, ACN ORG-MARG, Entertainment Network India Ltd (ENIL) and Indian Listenership Track