MUMBAI: Radio Mirchi and Officer's Choice Blue Snacks took India’s longest running music countdown show to music lovers across Indore with the very first Officer’s Choice Blue Mirchi Top 20 Live concert. The concert saw Akriti Kakar and Shivam Pathak deliver one of their most electrifying performances in front of a stellar crowd at Rangoon Garden, Indore on 31 October. Radio Mirchi treated its listeners and music lovers to a spectacular musical extravaganza through the first out of 11 concerts in which the biggest hits of the official charts from Radio Mirchi’s on air top 20 listing were performed live.

Radio Mirchi’s Mirchi Top 20 has grown over the years as one of India’s most popular music based properties. A show that started as a countdown of the top 20 songs on radio every week has grown as a multi-platform property with listings in print, digital, social media and television. Fans across the country get to vote for their favorite songs on Radio Mirchi’s digital platforms.

The property took on a 360 degree marketing approach to create a refreshing experience for its consumers. This included a robust promotional plan across print, digital media, multiplexes, cable television, radio, outdoor media and trade marketing initiatives.

The first season of Officer’s Choice Mirchi Top 20 Live will include a series of 11 concerts across Thane, Kolkata, Gurgaon, Jalandhar, Indore, Patna, Guwahati, Vizag, Nagpur, Bhubaneshwar and Jamshedpur. The property is hosted on Radio Mirchi by RJ Suren and is one of the most awaited shows on Radio Mirchi every week.

Speaking on this initiative, Allied Blenders and Distillers Pvt Ltd, Head- Marketing, Ahmed Rahimtoola said, “OC Blue’s association with Radio Mirchi top 20 Live is an endeavor to enrich consumers with the best that current genre of Bollywood music has to offer in style. Officer’s Choice Blue has been continuously engaging with consumers through a series of unique, yet relevant properties since its launch. Quite different from run of the mill music events, Officer’s Choice Blue brings a unique evening of rhythm and musical notes infused with substance and unique self-expression for all its Bollywood fans”

ENIL, COO, Mahesh Shetty also commented the following at the launch event: “We are thrilled to see a legacy property of Mirchi’s grow exponentially and reach consumers through such a grand event. India’s most popular and longest running music countdown show owes it to its fans who have given it the right impetus through the years to make it the property it is today. The 11 concerts will be a treat to experience for all of Mirchi’s listeners across markets. We look forward to delivering better experiences with every passing concert.”

Officer’s Choice Blue Mirchi Top 20 Live’s Indore concert is presented by Officer’s Choice Blue snacks, Partnered by Woodstock, Outdoor partner Admark, Cinema Advertising partner Khushi Ambient Media Solutions, Print Partner Dabang Duniya, this is an initiative by Radio Mirchi.