In a rare industry-first, five of Mumbai’s leading FM radio stations came together for a simulcast campaign to highlight the ongoing redevelopment of Dharavi. Titled Radio Community Ek Saath, the two-hour broadcast aired on December 24, from 8:30 am to 10:30 am, across Radio Mirchi, BIG FM, Red FM, Radio Nasha, and Radio City, marking the first instance of competing stations collaborating on a single programme.
The initiative centred on resident stories, giving Dharavi locals a voice in sharing their experiences and hopes amid urban transformation. Over 25 radio jockeys participated, hosting live discussions, recording segments, and creating digital content, which was simultaneously amplified on social media. To reinforce the campaign, stations coordinated unique elements, such as referencing Dharavi’s pin code, 400017, at the 17th minute of every hour.
Prior to the simulcast, campaign films introduced listeners to Dharavi’s community and the redevelopment efforts. Following this, radio hosts visited the area, incorporating residents’ perspectives into on-air shows and features, ensuring a people-led narrative across platforms. The broadcast has since been uploaded on YouTube, extending its reach beyond traditional radio audiences.
Ajay Kakar, Head of Corporate Branding at the Adani Group, highlighted the significance of the collaboration: “This first-ever simulcast represents more than a media milestone. It reinforces that Dharavi’s redevelopment is a human-centric transformation. When storytellers from rival platforms put purpose over competition, they amplify not just a campaign but a movement. Together, hum dikhaenge ki Dharavi Badlegi, toh Hamari Mumbai Badhegi.”
The initiative forms part of a larger multi-platform communication effort, including films and features, designed to raise awareness about Dharavi’s redevelopment while celebrating the lives and voices of its residents.
