Birla Sun Life Insurance and Radio Mirchi offer a first of its kind platform for children “Passion dikhao, Mirchi chalao”

Birla Sun Life Insurance and Radio Mirchi offer a first of its kind platform for children “Passion dikhao, Mirchi chalao”

As a part of BSLI’s ‘Not Just Jobs But Passion’ Campaign, this Children’s Day, Radio Mirchi will be run by children

•This children's day, for the first time ever, the radio station will be anchored by kids

•7 talented kids with real passion to take charge of Radio Mirchi’s Rj-ing, Show production, Programming and Promo production jobs

•The RJ-kids will get to share insights with all parent-children listeners on how you can help your child follow his/her real passion by interviewing celebrities from different walks of life, to know how passion has been the biggest driver for their success.

•Passion dikhao, Mirchi chalao is an extension of their popular campaign Not Jobs but passion – an initiative by Birla Sun Life Insurance

Mumbai, November 09, 2012: Birla Sun Life Insurance (BSLI), India’s leading Life Insurance Company, along with Radio Mirchi (RM) – Mumbai’s Hottest radio station, will celebrate Children’s day with their unique initiative – “Passion Dikhao Mirchi Chalao”.

This contest will, for the first time ever in India, give an exclusive opportunity to seven talented and passionate kids, to take full control of Radio Mirchi station for an entire day. BSLI and RM will not only allow these children to go on air as RJs, but also give them an opportunity to produce the show, produce the promos and programming for the day.

Commenting on the initiative Mr. Ajay Kakar, Chief Marketing Officer, Aditya Birla Financial Services Group, said “Today's generation is spoilt for choice with never like before career options to choose from. And this changing world constantly renews a child's aspirations to try newer things in the process of choosing his/her real passion. Gone are the days when kids would easily give in to the herd mentality and settle down with clichéd job options for the rest of their life. Kids today no longer seek jobs but are in search of their real passion."

He elaborated, "This Children’s day we are bringing a rare opportunity for children to live their real passion, in partnership with Radio Mirchi. They will also give the listeners of Radio Mirchi the opportunity to learn from celebrities how they honed in and pursued their real passion."

This initiative will give a unique opportunity to kids between the age group of 8 to 14 years. The radio station has already called out for entries from parents. They can do so by filling up a simple form on the website

The kids were called for an audition and seven talented kids with real passion are in the process of being selected. The registration for the auditions ends today i.e. Nov 9, 2012. Those selected will get a chance to interact and interview career counsellors who will respond to audience queries on career guidance for children and on how to guide children to choose their desired career paths.

The RJ-kids will also interview celebrities from all walks of life, to give the listeners of Radio Mirchi an opportunity to know how passion has been the biggest driver for their success.

This initiative is part of BSLI’s “Not jobs but passion” (, a platform created by Birla Sun Life Insurance to engage young adults and parents in a debate over jobs v/s passion through conversational hooks. Birla Sun Life Insurance launched this campaign in 2011 with an objective to address the ongoing debate between parents and children about latter’s choice of unconventional career options and the need to plan for them.


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