Going gaga over radio

Why Radio Mirchi is the happiest FM network in India

Soumik Kar

Talk about the perfect radio face. Mumbai RJ Jeeturaaj makes it a point to remain hidden from sight, even when he’s photographed with celebrities. You may see his back, his headphones strategically placed in front of his face, his arms decked with a multitude of beaded bracelets, and his surprising taste in clothes, perhaps an occasional side profile or a view of reflective sunglasses, but you won’t get a glimpse of his face. The Radio Mirchi RJ is so fanatical about staying anonymous that a few months ago, when he performed live in Zurich after winning the Sound of India contest, he wore a cardboard boom box over his head — still, people took it in their stride since the boom box head is the symbol of the International Radio Festival. “Brand Jeeturaaj is very different from Jeeturaaj the person. What you hear on radio isn’t the person,” says Prashant Panday, CEO of Entertainment Network India (ENIL), which owns Radio Mirchi.