MUMBAI: It started with a call from Ms Seema Upadhaya to Radio Mirchi informing about a building collapse in Borivili, and Radio Mirchi turned it into a mission to which the citizens of Mumbai responded with open hearts. The entire team of Radio Mirchi got together and urged its listeners to offer their houses for free to the victims of the tragedy. Radio station was flooded with calls from listeners offering help in providing shelters as a stop-gap arrangement, until a permanent solution could be found. At last count, 20 people had called into Radio Mirchi and committed their houses for the affected families. The calls continue to come in and until all the 56 families find an alternative stay arrangement, Radio Mirchi promises to champion the cause.

Starting yesterday - 18 July 2007, Radio Mirchi has been giving non-stop LIVE updates about the mishap, responding to queries on the incident and also requesting alert citizens to share details about the incident. Simultaneously, Mirchi RJs were on air appealing to listeners across Mumbai to lend their support by any means, such as giving shelter, food & clothing or whatever they can for the affected victims and families. In addition, information relating to the incident and the injured was announced on air with details on the hospitals etc. Helpline numbers were also provided till late in the night with listeners calling in and talking about the incident.

The station further devoted todays morning show ?“ Hello Mumbai where RJ Anmol spoke with the BMC commisionar - Mr Jairaj Pathak to find out the official explanation of the root cause of the building collapse and also appealed to the citizens of Mumbai to come forward and support the victims and families.

Its a big tragedy for Mumbai and we will do whatever it takes to help a Mumbai in need. The non-stop calls and sms from listeners across the city to support the affected families confirms the spirit of the city and how selflessly people respond in the hour of need. said Ms. Sujata Bhatt, Station Director, Radio Mirchi ?“ Mumbai

Anybody who wants to contribute to this initiative by Radio Mirchi to help the affected families, can contact Mirchi on 40 983 983, or sms ?‹?“RADIO<space>msg and send it to 8888.