New releases jump onto Radio Mirchi bandwagon

<div class="section1"><div class="Normal">MUMBAI: Film producers are increasingly using the power of radio to promote their releases, with some big names in Bollywood using Radio Mirchi to promote their films. First it was <span style="" font-style:="" italic="">Chalte Chalte</span>, now it is <span style="" font-style:="" italic="">Koi..Mil Gaya</span> which has got film-makers using this medium to reach out to audiences.<br /><br />Film producers have traditionally used television and outdoor advertising, and some of the enterprising ones have also used the Internet.But with <span style="" font-style:="" italic="">Chalte Chalte</span> and <span style="" font-style:="" italic="">Koi.Mil Gaya</span> being promoted aggressively on Radio Mirchi, the new medium of FM radio seems to have caught the imagination of the dream merchants of Bollywood. Says Rakesh Roshan, producer of <span style="" font-style:="" italic="">Koi..Mil Gaya,</span><br /><br />The film is meant to entertain people of all ages and the tie-up with Radio Mirchi essentially because radio being acknowledged as one of the most popular mediums of communication today. And Radio Mirchi most certainly knows the pulse of the youth and has an extremely large audience.<br /><br />Radio Mirchi officials add that the association with <span style="" font-style:="" italic="">Koi..Mil Gaya</span> reinforces the fact that Radio Mirchi is an attractive medium for Bollywood to promote new releases owing to the station''s high frequency interactive promos, replete with contests and listener feedback.<br /><br />Meanwhile, for <span style="" font-style:="" italic="">Koi..Mil Gaya, </span>the promotion campaign on Radio Mirchi includes playouts of the songs from the film, live interviews with stars Hrithik Roshan and Preity Zinta, tickets to the movie, exclusive soundbites, sneak previews and even a Meet-''n''-Greet session with Preity and Hrithik in the weeks to come.<br /><br />The promotion will be on in the Mumbai, Delhi, Kolkata, Ahmedabad, Pune and Indore stations.</div> </div>