England was hosting the cricket world cup in 2019. It was natural for us to get behind our team and vouch for their win and repeat the 1983 feat.

World Cup Anthem

Qaid mein Aazadi was an initiative to represent a community that always lived on the margins.  On Independence Day, Radio Mirchi  opened the doors of India’s biggest red light district, GB Road, by setting up a carnival there.

Qaid Mein Aazadi

A passenger forgets his bag containing electronic equipments worth Rs 8 lakh in a taxi. The taxi driver doesn’t flee with the money; instead he takes it to the police station and ensures it reaches back its owner. We organised a fundraiser to meet his loan requirement of 70k that he had taken for his sister's wedding. Within an hour of the launch, support poured in as large hearted Dilliwalas opened their purses and wallets to help Kapri pay off his debts.

Fundaraising for Debendra Kapri

16th December 2012 is a date infamously remembered in India. A young paramedical student was gangraped and brutally tortured in a moving bus. The girl later succumbed to her injuries. The incident led to large scale protests across the country. But India’s criminal justice system, riddled with incompetence, corruption and political meddling, spent years debating on punitive laws and even after fresh amendments to the rape laws, data on violence against women paints a rather painful picture. On 16th December 2016, Radio Mirchi launched a tribute to Nirbhaya. The radio sparkler depicts situations women in India still face, where domestic violence, rape, physical abuse, eve teasing still is rampant. The root of the problem run deep in a patriarchal/ conservative society that is having trouble adjusting to educational and economic advances by women, long confined to the home.

Nirbhaya

2013 was the year of change. Modi was being positioned as the next big thing. Rahul Gandhi was trying hard to make a dent. Arvind Kejriwal emerged as the voice of people. Honey Singh made Punjabi mainstream. Kapil Sharma and Sunil Grover took the television by storm with their hilarious weekly show. The God of cricket, Sachin Tendulkar, retired. The jingle welcomes 2014 by reminiscing the best of 2013 in under a minute.

NEW YEAR JINGLE 2014

Mirchi for Muzaffarnagar- Oon ke liye was a campaign aimed towards mobilising the city to extend a helping hand towards the riot victims of Muzzafarnagar. This was planned in the wake of very disturbing data coming in from the relief camps where 50 kids had died due to harsh winters. This was the first community service campaign I worked on and hence have a special place in my heart. Collection drive happened over two weeks wherein people dropped stuff at our studios and designated locations across Delhi NCR. All these efforts resulted into a collection of more than 22,000 woollen items ranging from clothes to bed sheets to blankets etc.

MIRCHI FOR MUZZAFARNAGAR

A satirical take on Delhi's infamous Road Rage.

ANTI ROAD RAGE PROMO

Flat 983 has been Mirchi's marquee campaign where the biggest gratification on radio, a fully furnished house, is given out. While the first two seasons were more commercial in nature with quizzes and contests being organised to pick the winner, 3rd season onward it took a social turn.  Flat-983 season 3 was an ode to those who work for others without expecting anything in return. We dug out exceptional stories of Delhi based Samaritans, jury comprising of  Magsaysay Award winners screened them, listeners voted for their favorites and eventually a winner was picked out. What made the campaign stood out was an overwhelming support we received from the Hindi film fraternity. Also, it was nice to have some good coming out from a city that was known as the rape and rage capital to the world.

FLAT 983 - S3

At a time when love jihad and beef ban were trending on twitter and hardliners were challenging the secular fabric of India, Mirchi gave away radio's biggest gratification, a fully furnished home, to an inter faith couple. The gesture spoke volumes about the brand's stand on love and choice. Stories of 5 couples who fought against all odds and put their love over religion were broadcast and eventually one winner was chosen through listener's votes.

FLAT 983 - S4

Flat 983’s 5th season was an ode to the bravery of our martyrs and sacrifices of their families. In the times when Army’s every move was politicized and Twitter was abuzz with “Hamare Jawan Border Par Khade Hain” puns, we wanted to separate the narrative and really showcase the heroism and bravado of Indian soldiers.

NEW YEAR JINGLE 2014

Kanika Sood

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