MUMBAI: Radio Mirchi is expanding its capabilities to digital marketing innovation too. It has won gold and a silver award at the recent Digixx2017, the Digital marketing excellence awards hosted by Adgully, for creating innovative digital solutions for Asian Paints and Abbott India.

It won gold for digital innovation in ‘Digital And Direct Marketing’ category for creating a unique mobile based solution for Asian Paints, that helps the brand engage with the biggest influencers in their category, the Painters. Radio Mirchi extended its expertise to the brand for not just creating the content, but also helped build the complete technical solution to power it on mobile, with analytics built into it to track effectiveness of the campaign. For building the engagement Radio Mirchi created a character called ‘Kalaakar Kumar’ who talks about his entertaining adventures as a painter, while educating his listeners too, and a fresh episode of this is pushed out every week to a highly targeted database.

Radio Mirchi won a Silver in the category of ‘User Experience and Design’, for redesigning and creating an engagement and training platform for the sales force of Abbott India.This is a mobile based on-demand platform created for their sales force to for them to gain information and product knowledge in a fun filled manner.

Talking about the success, Radio Mirchi EVP and head of digital initiatives Rahul Balyan said, “Radio Mirchi has setup the digital initiative team to build excellence across digital platforms, and we are building a lot of capabilities in mobile, video, online-radio, and digital content creation. The difficulty that brands face on digital platforms is to build engagement with consumers, and Mirchi is able to add value here. We at Mirchi are story-tellers at heart, and have taken that strength to creating solution for brand across digital platforms that drives engagement. It’s good to see some of the cutting edge work that our team is doing get this recognition.”