Mirchi Bangla went LIVE for 98 hours in a row for the first time in Indian radio history. That’s right, there were no breaks or fillers, just pure, unbroken madness on the mic. This was more than just a competition; it was an unforgettable radio event that began at 8 AM on Monday, June 9, and ran until 10 AM on Friday, June 13.

Mirchi AamRella, as the activity was appropriately named, was a delectable blend of juicy fun and purpose. With 98 kilograms of mangoes being distributed daily, Mirchi provided some summer coolness as the temperature rises! Beyond the humor and sweetness, however, was a more serious goal: a mango seed collection campaign with the goal of planting mango trees throughout Kolkata. Indeed, listeners were helping to create a more environmentally friendly future even as they relished the excitement of competitions and surprises.

The most popular influencers and celebrities in Kolkata stopped by the Mirchi studio to celebrate history, join in on the fun, and interact with fans in real time.

The goal of the AamRella campaign was to have an impact on the ground as well as make radio history. In addition to the 98-hour LIVE broadcast’s excitement, Mirchi Bangla was gathering mango seeds from city listeners. The great mango tree planting drive, the second part of the campaign, started on Friday after the broadcast concluded.

Indeed, all of the seeds gathered will be cultivated and utilized to plant mango trees in and around Kolkata. One seed at a time, it’s a means of giving back to the city. Kolkata is at the center of what began as a mango giveaway and has since grown into a full-fledged environmental movement.

The radio station received more than fifteen thousand calls and messages in just 72 hours.

From restless jocks and ecstatic champions to environmentally conscious citizens and mango-loving supporters, AamRella has brought Kolkata together like never before.

Priyanka Dutta