MUMBAI: Even as film stars Abhishek Bachchan, Deepika Padukone and director Ashutosh Gowariker landed up at the Radio Mirchi studios in Mumbai using patriotism, nostalgia and CSR for the inevitable promotion of their new film Khelein Hum Jee Jaan Se through an interesting chat with RJ Jeeturaaj on Radio Mirchi's morning show, Hi Mumbai, the station's programming team added value to the offering through a unique concept whereby NGOs, who often lack media support or money, got a chance to talk about their institutions and causes on air. As many as 15 NGOs called in, and chatted with Jeeturaaj and the stars of Khelein Hum Jee Jaan Se to highlight their efforts and the problems they face in their quest for enabling positive change. Of the 15, four NGOs were shortlisted, and finally, the real winner from the film promotions on Friday morning was â€?Sahas', an NGO that helps HIV-affected children. Mirchi listeners too had called in and shared inspiring anecdotes on how they have been making an effort to help a certain section of society by going beyond the call of duty 

Indira Rangarajan VP & Programming Head Mumbai, West & Central Region – Radio Mirchi  told RadioAndMusic.com, There are a lot of young people with good intentions out there who want to help society in a concerted and organized way. They set up small NGOs and really want to work selflessly. Every day, we receive so many calls for help with blood donation and other social help announcements. So we thought, since we do have the star cast and director of a film like Khelein Hum Jee Jaan Se, which is about love for the country and sacrifice, and is set amongst children and youth, we should actually also showcase the selflessness of small NGOs struggling to both – make a difference, and be seen and heard. And what better platform than the foursome of Abhishek, Deepika, Ashutosh and Jeeturaaj hearing and discussing them, and finally selecting one of the young NGOs as a winner? So that's just what we did....