Mumbai’s radio industry has scripted a first by coming together for an unprecedented multi-station simulcast to support the human-centric transformation of Dharavi in an initiative spearheaded by the Adani Group. Titled ‘Radio Community Ek Saath’, the city-wide broadcast marked a landmark moment for India’s advertising and media ecosystem, demonstrating the collective power of radio as a purpose-driven platform.

According to a press release, five of Mumbai’s leading FM stations — Radio Mirchi, BIG FM, Red FM, Radio Nasha and Radio City — set aside competitive boundaries to air a single, unified message advocating the inclusive redevelopment of Dharavi. The simulcast carried the campaign message ‘Meri Dharavi Badlegi, Hamari Mumbai Badhegi’, reinforcing the idea that Dharavi’s progress is integral to Mumbai’s future.

For the first time, some of Mumbai’s most recognisable radio voices came together in one studio to host a joint show. RJ Jeeturaaj (Radio Mirchi), RJ Vrajesh Hirjee (BIG FM), RJ Malishka (Red FM), RJ Rohini (Radio Nasha) and RJ Salil (Radio City) led the two-hour simulcast, which aired on December 24 from 8.30 am to 10.30 am. The broadcast reached millions of listeners simultaneously across frequencies, underlining radio’s continued relevance and emotional connect as a mass medium.

The movement gathered momentum following a series of emotionally driven films released by the Adani Group, which highlighted the everyday realities of Dharavi residents, focusing on issues such as sanitation, health and access to education. What began as on-air discussions gradually evolved into deeper engagement, with radio jockeys stepping into Dharavi over the past month to interact directly with residents, capture their lived experiences and bring authentic stories to listeners across the city.

More than 25 RJs participated across stations, contributing through on-air conversations, FCT advertisements, campaign anthems, and extensive digital amplification across Instagram and YouTube. In a symbolic gesture of unity, participating FM stations also ran time checks at the 17th minute of every hour, referencing Dharavi’s pin code, 400017, with the call-to-action ‘Dharavi Ek Saath (400017) Ke Liye, Mumbai Ek Saath’. The initiative turned a number into a reminder and a rallying point for collective attention and support.

The simulcast has since been made available on YouTube, extending its reach beyond radio audiences and into digital communities. As part of the broader campaign, Adani Group also unveiled three human-centric films that foreground the stories of dignity, health and renewed hope emerging from Asia’s largest urban regeneration project.

Commenting on the initiative, Ajay Kakar, Head-Corporate Branding, Adani Group, said the simulcast represented more than a media-first moment. He noted that the redevelopment of Dharavi is fundamentally about people, and the unprecedented collaboration among rival radio stations helped amplify that message, turning a campaign into a city-wide movement.