India’s top rapper Raftaar, soulful music composer Amaal Mallik, and YouTube sensation Darshan Raval, in collaboration with Mirchi, have just dropped a music video for their new song ‘Har entertainment mein Mirchi’. At the back of Mirchi’s new brand identity launch, the music video captures the magnitude of content that the brand has to offer across platforms. Both the track and the music video radiate the style and energy of the three extremely talented artists coming together.
Talking about this
new song and video, Raftaar says, “Mirchi is not just about radio any more.
They are expanding into new ventures that support new talent and new
collaborations like this one. This song is a perfect fusion of all our styles,
going from mellow to slow, to rap and then almost classical old-school
Bollywood. It’s a fusion of everything, really – from where Mirchi started to
where it is now.”
Looking forward to
the launch, Amaal Mallik says, “This is a special one since the three of us are
all such distinctly different artists in terms of our Music, so I’m super
excited for the audience response. It’s an exciting moment for Mirchi’s new
journey and I’m glad we could be a part of it.”
Adding to this,
Darshan Raval says, “Big ups to Mirchi for getting Raftaar, Amaal and myself
together for this one! It was such an amazing experience working with each
other and I’m really looking forward to the launch of our song!”
Commenting on the
launch, Prashant Panday, MD & CEO, ENIL says, “After making our mark in the
FM industry, Mirchi is now revamping itself into an all-encompassing music and
entertainment company. As an immensely diverse platform with a plethora of
content and offerings, we knew we had to collaborate with artists just as
diverse. Raftaar, Amaal and Darshan are extraordinary artists and we’re
extremely proud to signal the start of our new journey in association with
them.”
‘Har entertainment
mein Mirchi’ is a visual representation of the sheer extent of variety in
content and entertainment across platforms. The video is cinematically shot to
create excitement around the experience of unlimited entertainment, through the
vibrancy and energy of the performances and the treatment. The music video
highlights Mirchi’s platforms and shows the ease of access one has to the best
of entertainment.
After dominating
the radio industry for almost two decades, Mirchi has announced its new identity
to establish it as India’s no.1 city-centric music and entertainment company. The change in the
branding strongly reflects Mirchi’s hyperlocal, multi-format and multi-platform
content as well as solutions capabilities that cut across Digital, Live and FM.
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