As Artificial Intelligence rapidly becomes part of everyday life, many people are still exploring how to use it meaningfully. To bridge this gap, Mirchi
launched 'AI Giri', a first-of-its-kind integrated campaign that simplified AI through engaging conversations, expert-led learning and immersive 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 popular RJs - RJ Sayema, RJ Krishan, RJ Saatvik and RJ Shruti, who transformed AI from a complex technological concept into engaging, easy-to-understand 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 key highlight of AI Giri was its diverse panel of experts from technology, cybersecurity, education and digital content, who decoded AI in a simple and engaging 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 valuable 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 most engaging 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 fascinating glimpse into the rapid 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 simple yet thought-provoking 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 uniquely human experiences. The campaign culminated with an exclusive 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 successfully transformed Artificial Intelligence from a trending topic into an everyday conversation. By combining entertainment with education and community participation, the campaign reinforced Mirchi's commitment to creating relevant, impactful experiences that empower audiences to navigate an increasingly AI-driven world.
