Mumbai’s radio industry carried out a city-wide multi-station simulcast to raise awareness about the redevelopment of Dharavi, led by Adani.
Five FM stations—Radio Mirchi, BIG FM, Red FM, Radio Nasha and Radio City—aired a common broadcast titled Radio Community Ek Saath. The simulcast supported the campaign Meri Dharavi Badlegi, Hamari Mumbai Badhegi and was transmitted on 24 December from 8:30 am to 10:30 am.
Radio presenters RJ Jeeturaaj of Radio Mirchi, RJ Vrajesh Hirjee of BIG FM, RJ Malishka of Red FM, RJ Rohini of Radio Nasha and RJ Salil of Radio City hosted the programme together from a single studio. The broadcast was aired simultaneously across all five stations.
The initiative followed a series of campaign films released by Adani that focused on the daily lives of residents of Dharavi, including issues related to sanitation, health and education. In the weeks leading up to the simulcast, radio presenters from multiple stations visited Dharavi, interacted with residents and shared their experiences on air.
More than 25 radio presenters participated across stations through on-air discussions, advertisements, anthems and content shared on social media platforms including Instagram and YouTube.
As part of the campaign, participating stations aired time checks at the 17th minute of every hour with the message Dharavi Ek Saat (400017) Ke Liye, Mumbai Ek Saath, referencing Dharavi’s pin code. Presenters also shared stories from residents on their radio shows and social media accounts.
Speaking on the strategy, Ajay Kakar, Head – Corporate Branding, Adani Group said, “The first-ever Simulcast on Radio marks more than just a media-first. The redevelopment of Dharavi is, at its heart, a human-centric transformation, and this unprecedented collaboration by the city’s leading Radio stations strengthens that message. When storytellers across rival platforms choose purpose over competition, they amplify not just a campaign, but a movement. At the Adani Group we do believe that when all of us rally behind this mission, together, hum karke dikhaenge that Dharavi Badlegi, toh Hamari Mumbai Badhegi.”
As part of the wider campaign, Adani released three films focusing on the experiences of residents affected by the Dharavi Redevelopment Project, which aims to address housing, infrastructure and access to services for the local population.
