iWorld
Mirchi and Radio City units to mark 20 years of Radio in Delhi
Mumbai: Mirchi, city-centric music and entertainment company partnered with Radio City, India’s leading FM radio station to commemorate the 20 anniversary of radio broadcasting in Delhi, a historic milestone in the industry. For the first time in radio’s history, the two stations teamed up to produce a one-of-its-kind radio program #20saalbemisaal, which discussed radio’s evolution as a dynamic and influential medium.
In a monumental commemoration, Mirchi RJs Naved and Sayema along with Radio City RJ Ginnie united as co-hosts for the #20saalbemisaal show. Transporting listeners back in time, they delved into radio’s pioneering connection with people in the pre-digital era, sharing industry experiences, career anecdotes, and impactful campaigns. The RJs passionately explored radio’s transformative journey as an entertainment medium, emphasizing the pivotal role jocks played in shaping its future. And that’s not all! Mirchi hosted the Radio City team at their studio for celebrations.
ENIL, Mirchi business director Kamal Jethva said, “We are thrilled to witness the momentous occasion of Mirchi and Radio City’s remarkable 20-year journey in radio broadcasting in Delhi. This celebration represents a harmonious union of our platforms, demonstrating the profound impact and lasting resonance of radio as a medium. It reaffirms the enduring power of radio to connect, entertain, and inform, and we are humbled by the unwavering love and support of our listeners. Mirchi is the largest “hyper-local medium” for brands who are looking at Radio, Digital, Audio & Video content and BTL solutions. Mirchi has been an entertainment and city connect brand for listeners. As we move forward, we remain dedicated to delivering best-in-class entertainment, ensuring that our listeners experience unparalleled offerings for years to come”.
Radio City chief creative officer Kartik Kalla said, “We feel ecstatic and nostalgic about revelling 20 years of Radio City and Mirchi in radio broadcasting in Delhi. It is indeed a proud moment for us to celebrate two decades of entertaining listeners and contributing positively to their lives. The two leading FM radio stations coming together to celebrate such a momentous occasion showcases the harmony among players within the radio industry and also highlights the success of the radio medium. Leading RJs from both radio stations created magic on-air through their #20saalbemisaal show by transporting listeners to reminisce about old days. Radio City has always provided top-notch infotainment to audiences through its content innovation and groovy music and we will continue to engage our audience with relevant content through campaigns, podcasts, music, updates and much more even in the upcoming years”.
e-commerce
Insight Cosmetics partners with Pinda for homegrown beauty push
New campaign ‘Kudiye… ghar ki yaad nahi aayi tujhe?’ celebrates toxin-free, skin-first Indian formulations over imported ideals.
MUMBAI: Insight Cosmetics has just turned the beauty narrative on its head and it’s doing it with a very familiar face. The fast-growing Indian beauty brand has teamed up with Udaybir Sandhu, better known as Pinda from the hit series Dhurandhar 2, for a campaign that proudly puts “Made in India” at the centre. Titled “Kudiye… ghar ki yaad nahi aayi tujhe?”, the film taps into that deeply relatable feeling of rediscovering something better right at home, challenging the long-held notion that international always equals superior.
Instead of chasing global trends, Insight is highlighting what it does best: skin-first, ingredient-conscious, toxin-free formulations designed specifically for Indian skin tones, textures and climates. The campaign positions sattu-level honesty and performance as the new standard confident, rooted and globally competitive.
Insight Cosmetics director and spokesperson Mihir Jain said, “Insight has always believed that India doesn’t need to look outward for validation. We have the talent, the understanding, and the capability to create world-class beauty products right here. Pinda represents that same confidence rooted, real, and unapologetically Indian.”
Pinda added, “There’s real pride in representing something that’s ours. For too long, we’ve been told that better comes from outside. Insight is changing that. This is about backing what’s made for us, trusting what understands us, and owning our identity with confidence.”
The collaboration rests on four clear pillars, proudly homegrown innovation, a strict toxin-free promise, a genuine skin-first approach, and deep cultural relevance that speaks to a generation both rooted in India and globally aware.
In a market long dazzled by foreign labels, Insight Cosmetics and Pinda are quietly proving that the most powerful beauty move is the one that feels like home. The campaign doesn’t just sell products, it sells a mindset, that the best glow is the one you already recognise. And right now, that glow is proudly, unapologetically Indian.
