Mirchi launches an audio OTT app

Titled Mirchi Plus, the app intends to provide a multi-lingual and immersive audio experience for its listeners

Jul 01, 2022 06:44:00 AM | Article | Campaign India Team

Mirchi has announced the launch of its mobile app ‘Mirchi Plus’. 
 
The app aims to offer original audio stories, podcasts, videos and entertainment news.
 
With this launch, Mirchi intends to provide a multi-lingual and immersive audio experience for its listeners. 
 
Vineet Jain, managing director, BCCL said, “Mirchi has always been the audience's go-to choice for all things music; with the launch of ‘Mirchi Plus’ we now enter the exciting and evolving space of story-telling and original content. This transforms Mirchi into its full digital avatar, allowing us to pick, analyse and act on consumer signals in real-time.”
 
Prashant Panday, managing director and CEO, ENIL, said, “Mirchi has dominated the radio industry for over two decades with its best-in-class audio entertainment. With the evolving needs of our consumers and the rapid adoption of digital avenues for entertainment, we wanted to expand our consumer engagement and be present where our consumers are. Mirchi Plus strengthens our digital play. Through the launch of the app, we look forward to building a multi-lingual and immersive audio experience for our listeners. Moreover, Mirchi Plus is a significant addition to Mirchi’s digital properties aiding Mirchi in fulfilling its goal of generating 25% of our revenues from digital."
 
Nandan Srinath, executive president, ENIL, said, “The team at Mirchi is so excited with the launch of Mirchi Plus. This is a major stride for us in delivering new and original content, gathering data for action, and providing measurable and actionable outcomes for our advertising partners. The Mirchi Plus app is crucial to the enduring success of our company, brand and people in the coming decade.”