Indian music and entertainment company, Mirchi has launched M-Ping, a new initiative catering to advertisers that will reach relevant audiences across all audio OTT platforms.
According to the company’s statement, M-Ping will accelerate Mirchi’s multi-media solutions to advertisers delivering ‘superior, end-to-end audio campaigns’ which spans ideation, creation, and execution. With an audience-centric and platform-agnostic approach, M-Ping incorporates affinity-based targeting to ensure that brands reach their relevant target audiences regardless of the platform they’re engaged with.
Prashant Panday, managing director (MD) and chief executive officer (CEO), Entertainment Network India Limited (ENIL), Mirchi said. “This makes us a powerhouse for providing customised solutions for every brand. Introducing M-Ping into our solutions portfolio further strengthens our ability to creatively address business objectives and solve marketing problems for clients. Furthermore, M-ping adds to the focused initiatives being fostered at Mirchi to boost the digital arm of our business.”
According to the company digital audio consumption has substantially increased in India and will continue to see a rise. Ergo, advertisers are attempting to ‘leverage digital mediums to engage with their target groups through targeted, data–driven and ROI-oriented ad spends’
Preeti Nihalani, chief operating officer, ENIL, Mirchi, said, “As a solutions provider Mirchi has been curating customised solutions for brands across verticals for over the years. With the launch of M-Ping, we bring audio digital advertising to the centre stage of marketing spends. Our solutions team is all-set to brew some of the most innovative ideas for brands and help them establish a connection with the consumers.”
Owned by Entertainment Network India Limited (ENIL), Mirchi operates a private FM radio brand, Radio Mirchi, with 73 frequencies across 63 Indian cities. Launched in 2001, Mirchi sports a variety of properties under its FM, LIVE, and digital platforms.