MUMBAI: Popular radio channel, Mirchi 98.3, officially launched in the city on 19 August with none other than iconic Bollywood rapper, Badshah, unveiling the station. The station went live on 20 June 2018 but the official announcement was made yesterday.

Also Read: Radio Mirchi 98.3 starts operations in Srinagar!

The RJs who will host the shows on Mirchi 98.3 were introduced to the audience during the launch. Mirchi Mehak, whose show is on air daily from 8 am to 12 noon, is little Miss Sunshine and although she believes in the goodness of people, she does not hesitate in calling a spade a spade. Mirchi Rafia, who hosts the late afternoon show from 3 pm to 7 pm, is the crazy, bold and confident girl everyone wants to know. Mirchi Vijdan, who is on air from 7 pm to 10 pm, is Kashmir’s own boy whose USP is to be able to crack a joke with a completely straight face. Everyone’s favourite RJ, Mirchi Sayema, entertains listeners during the 12 pm to 3 pm time band. All Mirchi RJs very active on all social media platforms including Facebook, Instagram and Twitter where they can be easily reached.

The music that will play on the station is a combination of contemporary Bollywood hits and popular Punjabi numbers with a specially curated list of independent pop numbers mixed in. The content which has been created around a Kashmiri phrase – Assivti Lassiv (loosely translated to “smile and prosper”) –is expected toresonate with the locals. Mirchi promises to keep listeners hooked by taking up discussions on topics that are relevant to the youth of today and also entertaining them with celeb chats, comedy and infotainment.

Radio Mirchi North and East Regional Director – Nitin Singh, commented that, “We are so happy that we are here in Srinagar. We hope that the people of the Valley like the content that we have created especially for them. Our aim is to spread khushi amongst our listeners by bringing them the very best in entertainment.”

On this occasion, Badshah, said “I wish Mirchi the very best in Srinagar. They have big plans for the city and I am sure the listeners will love the content they put out.”

During the event, Badshah, who has sung several hit numbers for Bollywood movies, launched his latest hit single - Heartless - from his debut album. Heartless is the latest addition in the list of popular songs sung by the singer but this one strikes a different chord.