Mirchi has launched ‘AI Giri’, an integrated campaign that simplified AI through conversations, expert-led learning, and experiences, making the technology practical, relatable, and accessible for audiences across Delhi.
Spanning radio, digital, and on-ground platforms, ‘AI Giri’ was designed to help listeners understand how AI can enhance everyday life from improving productivity and creativity to supporting education, strengthening digital safety, and preparing people for the future of work.
The campaign was brought to life by Mirchi‘s RJs – RJ Sayema, RJ Krishan, RJ Saatvik, and RJ Shruti, who transformed AI from a technological concept into conversations. Through interactive on-air segments, listener participation, digital content, expert sessions, and experiential activities, the campaign encouraged audiences to discover practical ways to integrate AI into their daily lives.
A highlight of ‘AI Giri’ was its panel of experts from technology, cybersecurity, education, and digital content, who decoded AI in a simple manner. The campaign featured Professor Mausam, Professor of Computer Science and Engineering at IIT Delhi; Rushi Mehta, Strategist in Cybersecurity and Cybercrime at the Indian Cybercrime Coordination Centre, Ministry of Home Affairs; Sahas Chopra, AI Content Creator; Naina Avatar, AI Actor and Influencer; Professor Dhiraj Singh, Deputy Dean at Times School of Media; Aakarsh Sharma, AI and Tech Creator; and Siddhartha Saxena, AI entrepreneur and founder who shared his entrepreneurial journey.
Through these conversations, listeners gained insights into AI tools, responsible adoption, cybersecurity, digital literacy, creativity, career opportunities, and the evolving role of Artificial Intelligence across industries.
One of the campaign’s moments was the RJ vs AI Challenge, where AI-generated versions of Mirchi RJs’ voices were played alongside their original voices. Listeners were invited to identify the real voice, offering a glimpse into the evolution of AI voice technology while sparking conversations around authenticity and responsible AI usage.
Taking the conversation beyond the studio, RJ Krishan and RJ Saatvik stepped onto the streets of Delhi dressed as robots, asking people a question: “Which job can AI never replace?” The responses reflected the city’s humour and optimism, highlighting qualities such as empathy, creativity, emotional intelligence, and human connection that continue to define human experiences.
The campaign culminated with an AI Masterclass, where experts engaged with selected listeners to demonstrate practical AI tools, promote responsible usage, and raise awareness about digital safety. The interactive session equipped participants with actionable knowledge and encouraged them to embrace AI confidently and responsibly.
With ‘AI Giri’, Mirchi transformed Artificial Intelligence into an everyday conversation. By combining entertainment with education and community participation, the campaign reinforced Mirchi‘s commitment to creating relevant experiences that empower audiences to navigate an AI-driven world.
