MUMBAI: The hottest FM station Radio Mirchi is part of the mega promotional blitz launched for general entertainment channel (GEC) Star Plus’ new show ‘Mahabharat’.

The station is part of production house Swastik Production’s 360 degree campaign for their Rs 100 crore 128 episode serial. The campaign began on 5 September and ended on 17 September.

The campaign on Radio Mirchi was conducted in three phases centering on showcasing the provocative characters of the serial- exploring their motives and inner conflicts. The RJs anchored lively discussions on ‘Astra nahin, Shastra nahin, Vichaaron Ki Mahabharat’ show.

Phase one discussed the making of the show- the experience behind creating the sets, scale of the show, music, costume designing and writing the script followed by discussion of the provocative characters. This included interaction with audience, whereby the view of the listeners on various characters along with the theme was highlighted. The station roped in mythologist and creative consultant on the show - Devdutt Patnaik, who give listeners insights on the characters.

Launch day saw Phase III and final leg of the campaign with Vichaaron ki Mahabharat continuing with Lord Krishna’s view about Mahabharat on air.

There was also an interview with mythologist Devdutt Patnaik and the show’s writer Mihir Bhuta. The day ended with an interview with music directors Ajay-Atul who spoke about the title track they created, the challenges they faced and their opinions. Throughout the day, Radio Mirchi maintained the feel of the show (incorporated theme and title track of Mahabharat) by integrating the sound elements into their soundscape.

Apart from this, Radio Mirchi also aired high impact character spots and theme music spots across other key radio stations in Uttar Pradesh, Mumbai, Delhi and Gujarat. Radio Mirchi will also air some updates about the show. The show started on 16 September which be telecasted on Monday to Friday 8:30 pm onward.