In a landmark moment for India’s advertising and marketing ecosystem, Mumbai’s radio industry came together for an unprecedented city-wide multi-station SIMULCAST, ‘Radio Community Ek Saath’, spearheaded by Adani, to amplify awareness and support for the humane and inclusive transformation of Dharavi.
For the first time ever, five of Mumbai’s leading FM stations, Radio Mirchi, BIG FM, Red FM, Radio Nasha and Radio City, set aside competition to broadcast one common message, one shared mission, and one collective voice, amplifying the movement, ‘Meri Dharavi Badlegi, Hamari Mumbai Badhegi.’ The city’s most iconic RJs including RJ Jeeturaaj of Radio Mirchi, RJ Vrajesh Hirjee of BIG FM, RJ Malishka of Red FM, RJ Rohini of Radio Nasha and RJ Salil of Radio City, walked into one studio to host one unified show. The simulcast aired on 24th December, from 8:30 AM to 10:30 AM, reaching millions of listeners simultaneously across frequencies, marking a defining moment in the evolution of Radio as a medium for purpose-led impact.
The radio-led movement gained momentum after RJs across stations engaged with a series of emotionally compelling films released by Adani that spotlighted the lived realities of Dharavikars, including challenges around sanitation, health and access to education. What began as conversations soon evolved into a city-wide call for participation, with Mumbai’s radio fraternity stepping out of their studios and into Dharavi. Over the last four weeks, RJs met residents, captured lived experiences, and brought authentic human stories to the forefront for millions of listeners. More than 25 RJs participated across stations, contributing through on-air discussions, FCT ads, anthems, social media amplification, and digital storytelling across Radio, Instagram and YouTube, creating an ecosystem-wide impact.
Additionally, in a symbolic and powerful gesture, participating FM stations ran time checks at the 17th minute of every hour, with a call-to-action Dharavi Ek Saat (400017) Ke Liye, Mumbai Ek Saath, highlighting Dharavi’s pin code (400017) and turning a number into a reminder, a call for attention, and a sign of unity. RJs across stations shared real human-centric stories on air and amplified them further through their social media platforms, making Dharavi’s stories impossible to ignore.
The simulcast is now available for public viewing on YouTube, extending its reach beyond radio and into digital communities. Watch the simulcast here: https://youtu.be/nS5qJ9NDr1A?si=DukIRXKyRr8BdYxW
Speaking on the strategy, Ajay Kakar, Head – Corporate Branding, Adani Group said, “The first-ever Simulcast on Radio marks more than just a media-first. The redevelopment of Dharavi is, at its heart, a human-centric transformation, and this unprecedented collaboration by the city’s leading Radio stations strengthens that message. When storytellers across rival platforms choose purpose over competition, they amplify not just a campaign, but a movement. At the Adani Group we do believe that when all of us rally behind this mission, together, hum karke dikhaenge that Dharavi Badlegi, toh Hamari Mumbai Badhegi.”
As part of the larger campaign, Adani unveiled three emotionally charged campaign films, crafted to foreground the human stories behind Asia’s largest urban regeneration project. These human‑centric films highlight the positive progress of Dharavi Redevelopment, a transformative effort designed to bring dignity, safety and inclusiveness to a million lives.
Links to the three ad films:
Dignity Arrives in Dharavi: A Basic Right Restored
Where Sickness Ruled, Now Hope Rises
From Denied Dreams to New Beginnings: Dharavi’s Future
Radio Community Ek Saath marks a defining moment for India’s audio and advertising landscape, signaling the rise of a purpose‑driven, collaborative era that transcends traditional competition. The initiative, championed by Adani, aligns seamlessly with Mumbai’s broader vision of urban transformation, where every citizen has the right to dignity, safety and opportunity.
Because Dharavi’s progress is not just Dharavi’s story; it is Mumbai’s future.
