Radio Mirchi 98.3 launches new show ‘Seedhi Jalebiyan’

Radio Mirchi has announced the launch of its afternoon radio show ‘Seedhi Jalebiyan’. Hosted by the duo of Mirchi RJ Dnyaneshwari and Mirchi RJ Megha, the show will air every day from 12 to 5 pm on 98.3 Mirchi.

Conceptualized to cater to the male audiences, the show will provide unique takes on subjects such as men’s grooming, relationships, and more. With expert guidance at its core, Seedhi Jalebiyan is a dedicated space where men can engage in a fun banter, see an alternate view, and hopefully gain valuable insights.

Speaking about the concept of catering to the male audience by female RJs, the duo said, “We were a little sceptical about the concept but when we did an in-depth research we found the idea to be interesting and something to work on. We thought of coming out with this interesting concept of two women talking about Men. At the end of the day, it will be good for the listeners to know about different things that men go through.”

The unique take on the show’s tagline, ‘Women Not Allowed’ alongside two female RJs as co-hosts is sure to pique the audience’s interest. Hosts Mirchi RJ Dnyaneshwari and Mirchi RJ Megha will cover a range of thought-provoking subjects about and around men only - such as decoding bro-code and delving into the complexities of the relationships between men and women. The platform has also brought on board an intimacy expert for a special segment in the show, Dr. Tanaya also known as Dr Cuterus, who will share her expert take on listeners’ queries. Moreover, listeners can tune into the show to get expert advice on all thing fitness and finance.

Speaking on the response, the duo said, “The response has been overwhelming and people are reaching out to us and sharing their stories. The show isn't only about advising people, it's about people sharing what they feel, we want them to be considered as their female friends who are there to listen and even advice sometimes. A Lot of time such shows end up being limited to relationship advice, but we want the conversation to go beyond that and we want to discuss various topics circled Men.”

Mirchi has partnered with the Mumbai Tiffin Boxes Suppliers Association, also called Mumbai ke Dabbewalas, and the Nutan Mumbai Tiffin Boxes Suppliers Charity Trust. The goal of the collaboration was to create curiosity and excitement among listeners by hand-selecting and delivering personalized jalebi boxes throughout Mumbai. In a light-hearted turn of events, listeners were cautioned to keep a close check on their dabbas to make sure they were in for a surprise treat. 

As a lead-up to the show’s launch, A-lister celebrities, including Vicky Kaushal, Emraan Hashmi, Fatima Sana Sheikh, Aamir Ali, and Sharad Kelkar lent their voice to endorse the show on 98.3 Mirchi. Announcing the launch of the show, Mirchi hosted an exclusive soirée inviting select influencers including Suvrat Joshi, Zeeshan Khan, and Kashish Punder among others wherein listeners got the opportunity to interact with their favourite Mirchi RJs and content creators.

Commenting on the show, Vishaal Sethia, National Content Director, ENIL, Mirchi, said, “We are thrilled to launch our latest afternoon show in Mumbai – Seedhi Jalebiyan. The tagline ‘Women Not Allowed’ is a conscious approach to target men and garner the attention of women listeners at the same time. Through this show, Mirchi aims to capture our listeners’ interest with a range of interesting and relatable content on-air. The show adds to our afternoon radio content offering and offers a unique blend of entertainment and insightful discussions that cater to men. We look forward to our listeners’ response to the show.”

Since radio is evolving like any other traditional medium in today’s time to keep up with the digitally savvy world and be relevant, we asked the RJs about their take on the same. The Duo said, “It has become a little challenging as a Radio Jockey as the attention span of people is decreasing day by day and people are getting used to the entertainment on demand. The entire thought of appointment listening has taken a backseat but at the same time, I also feel that Radio is a great companion. It is a background medium and especially when people are working from home, they might not have the bandwidth of changing songs again and again. As Jocks, we are also trying to flow with the current time and be a smooth medium of entertainment.”

They also indeed, “If we go back to old Radio days, RJs were celebrities. Now RJs have to have a social media presence to keep that star power.”