MUMBAI: Mirchi, which recently launched in Chandigarh, will go ad-free in the city for a month, much like it did at its other newly launched siblings in Bengaluru and Hyderabad.

Also Read: Radio Mirchi Chandigarh gets an official launch

The station, that launched on 10 August 2016, however, believes that its unique strategy of going ad-free for the initial month is going to pay it rich dividends in the long term.

Also Read: Radio Mirchi Hyderabad tries ad free first month, pumps in Bollywood content

Another take that the station had in mind is that these days every radio listener is unhappy with the bulk of advertising which is causing listenership to dwindle.To break this clutter, Mirchi Chandigarh has decided to woo listeners with Ad- Free Music the entire month of August.

Radio Mirchi Cluster Head (Punjab-HP-J&K) and Vice President Bhanu Pratap Chauhan said, "Mirchi never compromises on its listener experience and even during peak season music is always a priority over advertising."

Radio Mirchi Cluster Programming Head (Punjab-HP-J&K) Nitin Gupta added, "Mirchi is always known for its listener-friendly programming.This is one of the examples and much more to come for Chandigarh listeners."

Radio Mirchi's new Chandigarh station will have to wait few weeks to track the listenership data till the RAM results start incorporating it in their weekly tracking system.

Mirchi's competitors in Chandigarh are Big FM and My FM.