Idea took its language campaign to the ears, partners with Radio Mirchi

Idea Cellular, the pan-India mobile operator, in association with Radio Mirchi, India's leading Radio network brings to Mirchi listeners a chance to overcome all language barriers with their newest endeavour, "Idea Bhaasha Champion'. In sync with its latest ad campaign, Idea will engage Mirchi listeners across the country in a two-week long activity wherein Mirchi listeners and their favourite RJs will strive their best to be the "IDEA Bhaasha Champion'. This latest user engagement platform initiated by Radio Mirchi and Idea will capture and highlight the essence of the campaign that communication with others speaking a different language, should not be restricted by the barrier of language. One can be a Hyderabadi yet can enjoy a popular Bengali song or converse in ease with one's Punjabi friends, thanks to Radio Mirchi and Idea!

In an innovative concept, all language queries faced by the Mirchi RJs and the listeners will be resolved by the use of their mobile phones, on India's hottest radio station Radio Mirchi 98.3 FM.

Spread over 2 weeks, the "IDEA Bhaasha Champion is being carried out in two phases. In the 1st phase, the Mirchi RJs were challenged by their listeners to interpret any phrase or a song, in a language not known to them, with help from Mirchi RJs and friends from other stations. Mirchi RJs networked together across the country by calling their comrades live on air in order to overcome the challenges posed by their listeners. Mirchi RJs demonstrated their mastery over an unknown language and thus presented the true spirit of "IDEA Bhaasha Champion.

In the exciting 2nd phase of the activity which lasts till 27th October, Mirchi listeners will be challenged by the RJs to interpret a famous song or sentence in any regional language not known to the listener. In a quest to solve the challenges, the listener has to call his friends to help him be the "IDEA Bhaasha Champion'. Mirchi listeners will get a chance to display their expertise in the rich and varied dialects of India, live on air, and as gifts for their efforts they get regional language DVDs and VCDs