MUMBAI: Radio Mirchi has helped Britannia and MEC to build a national campaign called Campus Radio, in partnership with Gaana. This is India’s first campus digital radio that attempt at bringing more smiles on the youthful faces.

Let us understand what the radio offers. As it is a college young targeted radio, the programs have been designed accordingly. With not only Bollywood and Hollywood chartbuster, the campus radio will also provide content related to youthful topics. Basically, the things that the youngsters like to know and this will be more along the lines of fashion, sport, health, relationship, films and more.

The channel has been created by Gaana.com on its app. The team at Ganna also did an on-ground activation before starting the program. They visited almost 80 colleges with a fun time on the hunt for campus reporter. This is how they acquired more and more college students.

Campus Radio began on 12 December 2016 and a prolonged term is being looked at. “The response has been great. It has been three months since our launch and we have received around four lakh unique listeners per month. The average time spent on radio is 45 to 60 minutes,” said Balyan.

He further added, "Radio Mirchi already operates sixteen online radio stations in partnership with Gaana, and hopes to make Campus Radio the flagship online radio station of the youth of India. The challenge in digital marketing is to build meaningful engagement with consumers, and Radio Mirchi with its content creation capabilities, its iconic RJs, and multi-media solutions is helping build that engagement for brands across digital platforms.”