MUMBAI: Idea Cellular has partnered with Radio Mirchi for a two-week activity that will see Mirchi listeners and RJs vying for the title of �Idea Bhaasha Champion'.
The campaign is to run in two phases. In the first phase, Mirchi RJs were challenged by their listeners to interpret a phrase or a song, not known to them, with help from Mirchi RJs from other stations. Mirchi RJs networked across the country by calling their comrades live on air to overcome the language challenges posed by listeners, and through the connections, demonstrated their mastery over an unknown language, thereby embodying the spirit of the Idea campaign.
The user engagement platform initiated by Radio Mirchi and Idea will capture and highlight the essence of the Idea TV campaign that communication with others speaking a different language, should not be restricted by the barrier of language; one can be a Hyderabadi and yet enjoy a popular Bengali song or converse in ease with one's Punjabi friends.
In the second phase of the activity, which lasts till 27 October, Mirchi listeners will be challenged by the RJs to interpret a famous song or sentence in any regional language not known to the listener. The listener then has to call a friend for help to be the 'Idea Bhaasha Champion'. Mirchi listeners will get a chance to display their expertise in the rich and varied languages and dialects of India, live on air, and as gratification will win a set of regional language DVDs and VCDs.