Radio Mirchi on Friday launched a new innovative on-ground activity to capture the minds of its audience. Touted as the first ever radio film, ‘Kuch Kuch Sunta Hai’, brought the FM station’s RJs out of their recording chambers and to the midst of the people who have been listening to them day in, day out, without a glimpse of them.
Out of their air-conditioned recording chambers of the radio station, the RJs of Radio Mirchi were striving to prove their artistic skills to an audience who not only could listen them, but could almost to the extent of gauging the length of the hair of RJ LBW Ravi (Lambe Baal Wala Ravi). Touted as the first ever radio-film, ‘Kuch Kuch Sunta Hai’, the radio station tried to capture the mind of its audience through a new innovative on-ground activity.
‘Kuch Kuch Sunta Hai’, a romantic comedy, was shot at the Lodhi Garden, located in South Delhi. While RJs Anmol and Pooja enacted the roles of the lead actors, the film was directed by RJ Naved. RJ LBW Ravi (aka Lambe Baal Wala Ravi) provided live updates of the proceedings to Bumper2Bumper RJ Anant back at the studios, combined with interviews with the star cast and the director, based at the Radio Mirchi studios. Delhiites present were also made part of the radio-film, whose script was rather fluid. While the on-ground audience enjoyed the activities, the programme went live on Radio Mirchi in between the music on the station.
The radio-film was shot in different sequences. The first sequence saw the hero waiting for his lover with a red rose in hand, pacing up and down the lane, while the heroine was trying to put an extra amount of perfume to attract the listeners of Radio Mirchi – hoping that at least its sweet smell could travel through the airwaves. On being questioned, the hero, who is the English-speaking yesteryear Mughal, came out with his wish of being Delhi’s ‘flying shahenshah’! The director looked quiet flustered, jumping around the sets, and trying to hear what the monuments had to say. Confused? We were, too.
Explained Kanwarbir Singh, VP & Station Head, Radio Mirchi, “We read somewhere in the press about the concerns of the Archaeological Society of India (ASI) about the bad effects of lights and sound on the monuments when movies are shot at such historical places. We decided to send this message of ASI across our audiences with a funny undertone and decided to shoot a radio film, which does not need any lighting and thus, is safe for Delhi’s monuments.”
Singh agreed when asked whether it was part of Radio Mirchi’s effort to connect more with its audience through on-ground and on-air activities. He, however, stressed that the radio-film could not be compared to street theatre and added, “We will continue with such radio-films once in a while.”
But why didn’t Radio Mirchi broadcast the whole programme live, why only some bytes? “The idea was to give the listeners a feeling of the on-ground activities. As we are a hit radio music station, broadcasting the whole radio-film might not be well-accepted by our listeners,” Singh contended.