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Wednesday, July 09, 2008
Remember the 1996 Wills World Cup when Coca Cola was the official drinks sponsor ? At the same time, Pepsi declared it had nothing official about it and had cricketers Sachin Tendulkar, Ajay Jadeja and Vinod Kambli endorsing it. I don't know if it was the beginning but we consumers have seen and still see a lot of such ad-wars between the two most famous beverage companies in the world.

While such ads are still in vogue, a new kind of 'war' has erupted between two FM radio channels, Radio Mirchi and Radio One. But in this case it is Radio One trying to establish itself over Mirchi. This is reflected in some of the programmes and ads of the former in Pune. One ad features a guy buying a vada pav for his girl and asking her for specifications. The girl starts by saying "Most important, mirchi nahin chahiye" !

Radio Mirchi has a programme dedicated for PJ's (English for mokkai) in which the presenter starts with "Come on baby, chill !" and goes on to tell his PJ in a slow flow of words. I don't know if this programme is a hit with the listeners but it had definitely caught on with Radio One which came out with a similar programme. Its presenter mimes his Mirchi counterpart, starting with "Come on baby, kill !" and proceeding to recite the joke in the same slow flow of words only to be interrupted by another presenter who supposedly slaps him and tells him to finish his joke quickly.

With competition in FM radio getting hotter, I expect to see, or rather, hear, more variety in programmes and more such gimmicks in the future.

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Property of Sheks @ 11:56 am  
  • At 2:31 pm, Anonymous james kumaran said…

    bengalur-la Fever FM-nu onnu irukku,adha kaetta manushanukku fever thaan varum!

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