Change in objective – The annual report was not only to report the financials but also communicate the next big strategy to the shareholders.

2. Shareholders – Any change gives rise to fear; as such the design should be simple to be easily understood and communicate that Mirchi is growing by adding digital and not alienating the terrestrial FM business.

3. Production – The Annual Report has a credit card sized radio embedded in its cover. This was very tricky as the radio once inserted was unable to catch FM signal.

4. Packaging - The annual report with earphones.

Connecting the thoughts of being innovative and attempting to drive growth though digital, Mirchi came up with the theme for the Annual Report 2012 – Reimagining Radio.

For the urban class our country is “India”, but for people who live in villages our country is still “Bharat” (Hindi word for India). The annual report cover juxtaposes the modern with the traditional. The design showcases the new online platforms where Mirchi is engaging with its digitally savvy consumers whereas the cover has an actual working radio fitted inside which catches terrestrial FM frequency for people connected to their roots.

An annual report which showcases Mirchi's strength as the leading FM broadcaster and announces the next big strategy was much appreciated and loved by the investors, shareholders & board of directors for its theme, creativity and innovation.

Mirchi received lots of appreciation letters congratulating the freshness of the annual report.

Reimagining Radio went on to win India's only Gold Midas for its annual report at Midas Awards. Prior to this it has won awards for Design at Designomics Award.