Television

Mirchi rebrands Mirchi Scribbled to Mirchi Mehfil

Aims to pave the way for the art of the spoken word in mainstream entertainment.

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Mumbai: Music and entertainment company Mirchi has announced the relaunch of its spoken word and storytelling platform Mirchi Scribbled as Mirchi Mehfil, in a bid to pave the way for the art of the spoken word in mainstream entertainment.

"Mirchi will now not only showcase a variety of storytelling art forms across India but also provide a platform to emerging and established storytellers and spoken word artists," it said in a statement on Tuesday.

With more than five million views and 53 million impressions, Mirchi Scribbled showcased exceptional talent from the performance poetry community that resonated with the Indian audience. Mirchi Mehfil, to be hosted on YouTube and Instagram, aims to tap into a wider audience set with diverse content across shayari, poems, spoken word and storytelling through live performances, on-ground and online events, open mics, curated shows, podcasts, and other formats, said the company.

“Mirchi always strives to provide entertainment through its multi-platform and multi-format content hub, thereby enabling and creating an ecosystem for talented individuals across art forms," said Mirchi  MD and CEO Prashant Panday. "Through Mirchi Scribbled we have built a large community of spoken word artists with a huge, ever-growing subscriber base. Through this property, we aim to build a platform for budding niche artists and amplify their voice in mainstream entertainment.”

The brand marked the relaunch at Mirchi Studios, Mumbai with a power-packed line-up of performances by artists like Divy Sharma, Harsha Agrawal, Arti Jain, and Parth Vasani, giving consumers a sneak peek into the content that will be available on the relaunched platform. Hosted by RJ Tashi, the event saw the unveiling of Mirchi Mehfil’s logo in the presence of eminent Bollywood lyricist and poet Manoj Muntashir.

“Mirchi Mehfil is indeed a wonderful initiative, especially for artists in smaller towns who don't have access to platforms," said Muntashir. "With the extensive reach that Mirchi brings to the table and its connection with a wide audience base, Mirchi Mehfil will prove to be a boon for artists and literature enthusiasts across the country.”

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