MUMBAI: As leading radio players are celebrating the Ganesh festival through innovative programming, Radio Mirchi has lent a special touch to the fest by bringing back the fourth edition of its 'Mirchi Modak Service'.

Through the service, listeners can deliver the traditional festival sweet 'modak' to their loved ones by sending an SMS or calling the Mirchi RJs and telling them who they want to send it to. The service will be available throughout the 10 days of the fest.

Apart from the service, the station has also launched 'Morya Mix', an innovative take on the 'Morya' anthem with festive songs that will be played throughout the festival programming of the station. An audio series titled 'Ganeshotsav Ki Kahaaniyan' will be aired with interesting trivia about the festival and celebrations.

Mirchi RJs will also bring alive the festivities on the airwaves by visiting some major pandals and broadcasting their shows live from the venues. The listeners will also be treated with special festive recipes combined with the sound bytes of celebrities wishing them and sharing their special memories related to the Ganesh fest.

Radio Mirchi Mumbai cluster head Preeti Nihalani said, "Mumbai awaits Ganesh Chaturthi with great anticipation the entire year. It is one festival that is celebrated by people across generations and religions. As our radio station represents the voice of Mumbai, we at Radio Mirchi aim at providing our listeners with innovative and engaging content. Radio Mirchi will add zest to the festivities with its Mirchi Modak Service aka MMS that will help our listeners deliver modaks to their loved ones. From visiting the illustrious pandals to narrating stories on air, we intend to capture our listeners' interest and give them a wide variety of choices. We hope our listeners thoroughly enjoy this Mirchi offering."