MUMBAI: Backed by a successful radio campaign over past few years, Chingles once again carried out a campaign on Radio Mirchi on April Fools’ Day. It was run across several cities- New Delhi, Mumbai, Lucknow, Chennai, Kolkata, Ahmedabad, Hyderabad, Bangalore and Jaipur.

The campaign was run mainly on radio, and was supported digitally as well. Radio Mirchi started the campaign on 28th March 2015 by building hype around the contest that was to be run on 31 March. Contests were played throughout the day with questions based on Bollywood. Winning listeners were to be rewarded with an iPad, but instead of giving away iPads, the station pranked them by giving out Chingles eye –pads much to the winners’ surprise. The winners, however, were handed iPads.

"The participation was very good this time," said DS Group new product development senior general manager, Shashank Surana. "We have been associated with the radio platform since the launch of the brand, and April Fools’ Day syncs well with our tagline and radio as a medium, its target audiences and listeners," he added.

The campaign was run two days before and after April Fools’ Day. Chingles plans to carry on fun-based campaigns in the future as well.

Surana said, "We have done lot of such contests on radio, on-ground and online activities." In 2013, Chingles partnered with Red FM’s ‘Khurafati Nitin’ which was a year-long campaign. "When we started the campaign it was for a short term but then based on the response, we did a yearlong campaign," he said.

The company-Dharampal Satyapal Group (DS Group) has presence in F&B, Hospitality, Mouth Fresheners, Tobacco, Packaging, Agro forestry, Rubber Thread and Infrastructure. It would be open for association with any Radio network that sync with their campaign.