Radio Mirchi Delhi - a case of poorly managed brand transition

The case of Radio Mirchi losing out in Delhi is a classic case of Mirchi not being able to manage transition in a well guided manner. Few years back, Mirchi struck chords with listeners by introducing retro music in non-prime bands. However, Delhi as a market was in a  transition stage of FM listenership. Being a first mover, Mirchi had a significant advantage in Delhi.

However, Mirchi was never the channel of the youth, who favoured better options such as Red FM, Big FM and Fever. Fever FM stood out with its classy packaging and better brand deliver through programming. The tipping point for transition of listenership was back in February, when Fever introduced 1 hour Punjabi music from 8 pm to 9 pm. That was consistent with their brand delivery and hence proved to be a disruption.

Mirchi tried the same thing - introduced Punjabi songs and also a Punjabi show on Sundays - but continued to lose share. Righly said - what works for one brand did not work for another brand. Mirchi's is a case of poor brand transition from being a brand of the yesteryears to a happening brand.

Now, its going to take some time till Mirchi emerges as leader again - and that will require some cleverly planned disruptions.