MUMBAI: ENIL has gone in for a complete overhaul of the Radio Mirchi signature tune after almost a decade.

The new tune, released on Monday, was launched by Bollywood actors John Abraham and Varun Dhawan Radio Mirchi’s Mumbai office. The new tune ‘Khushi Ki Nayi Dhun’ aims to give Mirchi a complete new brand identity. No longer is the station content with 'Mirchi Sunne wale always khush'.

Now that's a full blown #Dishoom tweet! Thank you @Varun_dvn & @TheJohnAbraham! #KhushiKiNayiDhun https://t.co/dfAKMio3pr

— RadioMirchi (@RadioMirchi) July 18, 2016

Radio Mirchi’s chief programming officer Tapas Sen told Radioandmusic.com, “Change is always good as it gives us a new start. If we talk about changing signature tunes, these things are common in the radio industry, and even necessary as a part of an updating exercise. After 2001, we revised our jingle in 2007 and now again in 2016. Everything has an expiry date, therefore it was a high time to retire it.”

 “Likewise, this is a nationwide campaign which holds the same positioning as earlier and that is ‘Khushi’ (happiness). The moment you take a brand beyond the product, it attains salvation. This is all a part of psychographic positioning where we might change our products but positioning remains the same. For example- if Radio Mirchi turns into a Spanish radio station or a full-time English music station, the listeners will still be satisfied with our signature tune’ Mirchi Sunne Wale Always Khush Always Khush. In any case, our constant positioning justifies our product,” adds Sen.

The last time Radio Mirchi launched a new signature tune was back in 2007. Read here for more - 

Radio Mirchi spices up image with new jingle

Last year, Mirchi released a television commercial ‘Rudaali’ that was a hit among the viewers. Sen says similar innovative marketing strategies will soon be making their way to listeners. The strategy is currently under wraps. 

The new signature tune has been composed by musical duo Sachin-Jigar while Shalmali Kholgade lent her voice for the same. Earlier, Vishal and Shekhar had created the jingle in 2007. Sachin - Jigar have also created special signature tune for Mirchi's new station in Bengaluru, which  launched recently as part of batch I of phase III of FM radio licensing, but the tagline continued to be 'Mirchi sunnewale always khush'.

Also read Tuning up - how radio stations are playing with their signature tunes