Mirchi makes mourners merry, builds on ‘happiness’ plank

Watch the ad film conceptualised by McCann Worldgroup India here

Dec 23, 2015 09:59:00 AM | Video | Campaign India Team

Radio Mirchi has rolled out a film, aligned with its 'Mirchi sunne waale always khush' positioning. The film conceptualised by McCann India features the story of a head rudaali (professional mourner) and her young entourage.
It opens with the head mourner saying that whenever someone would die in their village earlier, her group would be called in. It cuts to a current scene: she cries unconsolably at a funeral, while the others sit around, silent. She taps one of them to get the group to join in, but they end up crying in a manner that’s more funny than sad. The client doesn't pay them for their services and asks whether they are rudaalis or jokers. 
The protagonist claims that this new generation can't cry properly and goes into flashback mode. She remembers her younger days and how she cried along with her team in a professional manner to receive great rewards. The scene shifts back to the present and the lady looks determined to teach her current troop the art of crying. They try several methods, but none work. The leader then pulls a fast one on the group by collapsing to the floor. Just as the group start crying thinking she is no more, the lady wakes up and instructs them to cry in the same way during the next funeral. But, that doesn't happen. They hum a Bollywood song instead. They're thrown out of the function due to this.
As the lady sits by herself, dejected, the group owns up. They reveal why their performance has been affected showing their mobile phones – they had been listening to Radio Mirchi. The lady plugs in the headphones to check ,and joins the troop for a jig. The voice over says, 'Mirchi sunne waale always khush'.
Prasoon Joshi, chairman Asia Pacific, CEO and chief creative officer, McCann India, said, "Radio Mirchi is very special for me and all of us in McCann. We've been partnering with them since the inception of the brand. This ad campaign is another gem in its repertoire. The creative team of Kapil Batra and Ashish, director Nikhil Rao and his production team have done a great job. My thanks to Mr Vineet Jain and Prashant Pandey's team at Radio Mirchi for the trust and faith. I am positive the consumers too, would love this ad which builds on the brand in such a fantastic manner." 
Kapil Batra, executive creative director, McCann Erickson, said, "Mirchi sunne waale always khush, is such a sharp and exciting proposition to work on. But the challenge was to stay away from the expected and bring this proposition alive in an engaging manner. Once we zeroed in on the ‘Rudaali’ idea, we further embellished it with our director Nikhil Rao. Though it has been less than a week since the ad hit the internet and TV, the phenomenal response makes it very clear that we have not just met but exceeded the goals we had set when we started working on this project."
Client: ENIL
Brand: Radio Mirchi
Creative agency: McCann Worldgroup India
Chief creative officer: Prasoon Joshi
Creative directors: Kapil Batra and Rohit Devgun
Copywriters: Ashish Nath and Kapil Batra
Art director: Rohit Devgun
Account management team: Tarannum Romani, Samir Sagar and Khyati Joshi
Agency producer: Jeet Kalra
Production house: Jamic Films
Director (film): Nikhil Rao