Hyderabad, March, 19, 2021: Mirchi, in association with Centuary Mattresses devised a unique campaign for the audience of Andhra Pradesh and Telangana in the light of World Sleep Day. Using an impactful blend of radio and digital platforms, they were able to reach out to the people with beneficial sleep tips, fun conversations around sleep, and one-of-its kind bedtime stories disseminated through radio. The campaign leveraged the power of digital media to create sleep-related content, encourage people to prioritize their sleep and know the factors that help it. Especially in a time when most of us complain about being overworked and stressed out, sleep still remains a battle. According to inshorts, google searches for ‘can’t sleep’ and ‘insomnia’ hit an all-time high in 2020 and while we are still reeling out of the impacts of the pandemic both economically and psychologically, Centuary Mattress aimed to start the meaningful conversation around ‘Awakening the inner champion’ with an unperturbed sleep. In this busy lifestyle where we are donning multiple hats by the day, learning new ways to thrive, and championing new professional goals and objectives, Sleep, indeed becomes an essential just like any other. Thus, Centuary Mattress and Mirchi combined their terrestrial and digital might to bring to the city of charmers and champions, a week full of valuable insights and humour to propagate the importance of good sleep while we are awakening our inner champion every single day.
On World Sleep Day(March 19, 2021), Hyderabad listened to a sleep specialist giving out important sleep-facts, hacks, and consequences of sleeping less thereby, not only spreading awareness but also bringing an element of encouragement. The campaign, through the single-minded thought of ‘Awakening the inner champion’ celebrated champions in a new light. Champions who can be anyone, anybody who simply wakes up fresh with a positive mind and with an intent to learn something new each day, to do a little better than yesterday. In this era of essentials, if there’s an essential that’s being constantly overlooked everyday it’s sleep. We are tiring ourselves out in order to bring back the lost momentum, however the importance of sleep and relaxation has taken a backseat. Unfortunately, lack of sleep has become a lifestyle in itself. Thus, Centuary Mattress with the help of Mirchi’s hyper-local connect were able to provide curated, locally designed communication and engagement for heightened retention and understanding.
One of the interesting elements of the campaign was the Bedtime Stories at night; although audio stories are not new to the radio medium however, using the same tool to communicate a larger message and provide people with an entertaining reason to put away their phones and laptops before sleeping was an exciting approach in that direction. On the digital front, Centuary also enabled a curated playlist for sleep-enabling music reaching out to almost 0.2 million people and generating a greater listener-value. Moreover, at a time when brands are in a race for greater visibility and interaction, Centuary let the importance of sleep take the spotlight ensuring that more and more people become aware of the benefits of sleeping while learning how to achieve it.
About Mirchi:
Entertainment Network India Limited (ENIL), popularly known as Mirchi, owns 73 frequencies across 63 cities, making it India’s largest private FM radio broadcaster. With the highest listenership across the country and a track record of developing innovative content, Mirchi has been expanding and retaining its audiences and advertisers through the years. Mirchi has delighted listeners and the industry with its exciting properties such as Mirchi Music Awards (in 8 languages) & Mirchi Top 20. Mirchi is also the biggest concert player in the country. Mirchi’s initial foray into the digital space has helped it gain a strong position - 23 online radio stations, biggest radio website & biggest on Facebook, Twitter & YouTube. Mirchi was also the 1st Indian brand to go international with the launch of the brand in the UAE. Mirchi also launched in Bahrain on 18th March, 2018, US in 2019, Qatar and Doha in March 2021. Mirchi can also be heard at T3 international airport. With such a wide presence on-air, on-ground & on the digital space, Mirchi aims to be the number one ‘city-centric’ music and entertainment company!