What Radio Mirchi Knows About Your City... That Most Brands Don’t

This week’s snack is coming in hot from the world of radio.

“A classic case of knowing your audience better than anyone else.”

We’re talking about Radio Mirchi, a brand that’s been around for years, but still knows how to keep its ear to the ground.

Mirchi’s Not Just Playing Songs. It’s Listening to Listeners.

From Guwahati to Mumbai, they study how, when, and why people tune in. And here’s what that tells us:

Instead, look at what Mirchi’s doing:

They localise content based on moods, commutes, routines, even cultural triggers.

Each city gets its own rhythm and that’s the real magic.

• In Jammu, 40% of engagement happens in the afternoon.

• In Banaras, mornings rule.

• In Bengaluru, peak time = traffic jams.
  → Are your ads or content dropping when your TG is actually listening?

Munchie Tip:
Don’t just track reach. Track relevance by time slot.

• Mumbai tunes in during commutes.

• Kolkata listens for culture.

• Hyderabad's audience wants music and meaning.
  → Same format. Different context.

Munchie Tip:
Tailor your messaging to what people are doing while consuming it.

• 70% of Mirchi Guwahati listeners are under 25.

• So are many in Hyderabad. But the vibes? Completely different.
  → One listens for pop, the other for purpose.

Munchie Tip:
Age isn’t a persona. Go deeper – behavior over broad demos.

• Mirchi isn’t working off generic data.

• They know exactly what their audience listens to - city by city.
  → Imagine building your next regional campaign with that level of insight.

Munchie Tip:
Before targeting a region, understand its daily rhythm.

Your next Marketing Munchies? Coming in hot every Friday. Stay tuned!