MUMBAI: Radio Mango tries out a little disruption to stand out on Anti-Tobacco Day. Songs suddenly get interrupted by what seems to be an emergency broadcast. We apologize for the interruption.

The death toll in today's tragedy now stands at 2700. We repeat, 2700 Indians have lost their lives in today's tragedy. A pause of three seconds follows after which the voice over says "Every day in India, tobacco kills 2700 people.” A reminder from Radio mango - today is Anti Tobacco Day. The same format applies to on air content, where the RJ breaks off mid link after being handed an emergency message to announce.

Radio Mango's stance is that if we were to hear these kind of numbers as a one off tragedy as a result of a terrorist attack or a natural calamity, it would hit us harder than just a plain message of how many deaths tobacco causes in India. The current radio listener is now quite desensitized to the usual PSA format, and this kind of disruption breaks the clutter.