Digital
Mirchi Metro takeover: Mumbai’s Andheri Metro Station becomes the epicentre of entertainment
Mumbai: Mirchi, a city-centric music and entertainment company, collaborates with Mumbai Metro Line 1 for its innovative three-day initiative Mirchi Metro. The initiative’s core theme – Ruk Hans Chal – invites Mumbaikars to pause, smile, and then continue with their day with renewed energy. Mirchi is all set to redefine entertainment for its listeners and air live shows straight out of one of the busiest metro stations in the city – Andheri.
From January 31 to 2 February, all Mirchi RJs including RJ Jeeturaj, RJ Prerna, RJ Dnyaneshwari, RJ Megha, and RJ Yashi, among others will take over the Andheri metro station to host their live radio shows from 8 am to 9 pm. Throughout the three days, the commuters will witness a unique musical experience during their metro ride as Mirchi curates a special program Mirchi Music Taxi.
Beyond the live shows, Mirchi brings a host of on-ground activities to create a diverse and engaging experience for commuters. Each day Mirchi will execute an interactive activity on-ground in line with a distinct theme – ‘Ruk-Hans-Chal’ on Day 1, ‘Ruk-Gaa-Chal’ on Day 2, and ‘Ruk-Nach-Chal’ on Day 3. On the first day, Mirchi RJs will engage with commuters to bring smiles to their face; on the second and third day, commuters will get the chance to showcase their singing and dancing skills, respectively. Mirchi will also reward the best performances with goodies adding a touch of joy to Mumbaikars’ daily commute. That’s not all! Metro travellers can look forward to spotting actors Vidyut Jamwal and Nora Fatehi on 2 February, as they launch the latest track from their upcoming movie ‘CRAKK’ at Mirchi’s Metro booth exclusively.
Commenting on this initiative, Mumba, ENIL, Mirchi business director Avijit Dhar said, “At Mirchi, we constantly keep innovating to bring the best in music and entertainment to our listeners. We are thrilled to bring ‘Mirchi Metro’ to the heart of Mumbai’s daily commute. Through this initiative, we aim to echo the spirit of our vibrant city and celebrate life amid Mumbai’s busyness. We look forward to engaging with our listeners as we transform the Andheri Metro Station into a lively hub of entertainment.”
Tune in to Mirchi 98.3 and take a moment to enjoy Mirchi on the move!
Digital
Ethical AI must benefit society, not dominate it, says WFEB chief Sanjay Pradhan at IAA event
At Mumbai event, ethics expert urges businesses and governments to shape AI responsibly
MUMBAI: Artificial intelligence may be racing ahead at lightning speed, but its direction must still be guided by human conscience. That was the central message delivered by Sanjay Pradhan, president of the World Forum for Ethics in Business (WFEB), during the latest edition of IAA Conversations held in Mumbai.
The session was organised by the International Advertising Association (IAA) and the Artificial Intelligence Association of India (AIAI) in association with The Free Press Journal at the Free Press House on 7 March. Addressing a packed audience, Pradhan called for stronger ethical leadership to ensure AI remains a tool that benefits humanity rather than one that governs it.
“Artificial intelligence has rapidly become one of the most powerful technologies humanity has created,” Pradhan said. “It is unlocking breakthroughs in medicine, science and creativity at a pace unimaginable just a few years ago.”
But he warned that the same technology carries serious risks. AI, he noted, can amplify disinformation faster than facts can travel, compromise privacy, deepen discrimination and disrupt millions of livelihoods. Referencing concerns raised by AI pioneers such as Geoffrey Hinton, often called the godfather of AI, Pradhan stressed that the real challenge is not whether AI will shape the world, but whether humans will shape it with ethics and wisdom.
Structuring his talk around four guiding questions, why, what, how and who, Pradhan introduced the audience to WFEB’s emerging AI Ethics Partnership, a global platform aimed at advancing responsible artificial intelligence. He outlined four priority concerns that demand urgent attention: disinformation, bias and discrimination, data privacy and job security.
To make the idea of ethical AI easier to grasp, Pradhan offered a simple metaphor. Ethical AI, he said, is like a three layered cake. The outer layer represents the visible value ethical AI creates for businesses and society. The middle layer is organisational culture that moves ethics from written codes to everyday practice. The innermost layer, however, is the most crucial, the conscience of individual leaders.
Drawing from Indian philosophical thought through WFEB co-founder Ravi Shankar, Pradhan noted that while artificial intelligence can reproduce stored knowledge, true intelligence is boundless and rooted in conscience, creativity and compassion. Practices such as breathwork and meditation, he suggested, can help leaders develop the calm clarity needed for ethical decision making.
The event also featured a discussion with Maninder Adityaraj Singh, chief of staff and head of innovation at Rediffusion Brand Solutions Pvt Ltd, and Yash Johri, lawyer, Supreme Court of India.
Opening the session, IAA India chapter president Abhishek Karnani, highlighted the need for industries to understand and engage with AI responsibly.
“AI has to be befriended and understood,” added Rediffusion managing director and AIAI national convenor Sandeep Goyal. “Its ethical use will determine whether it becomes a friend or a foe.”
As AI continues to reshape industries and societies, Pradhan ended with a simple but powerful call to action. Businesses, governments and individuals must work together to ensure that the algorithms shaping the future reflect human values rather than just cold logic.
