Mirchi does in-film placement in Reshammiya’s film Radio

MUMBAI: After WorldSpace Radio’s in-fim placement in Lage Raho Munnabhai, now Radio Mirchi 98.3 FM has integrated its brand in Himesh Reshammiya’s forthcoming movie titled Radio.

A modern day love story, the movie has Radio Mirchi as an integral part of the film, in which Reshammiya plays the role of Vivaan Shah, a Radio Mirchi RJ.

As part of the alliance, Radio Mirchi CEO Prashant Panday and Reshammiya unveiled the songs from the movie for Mirchi’s listeners.

The movie also stars Sonal Sehgal and Shehnaz Treasurywala and has been directed by Isshaan Trivedi. The songs from the movie, which will be played on Mirchi are Mann ka Radio, Koi Na Koi Chahiye, Shaam Ho Chali Hai, Zindagi Jaise Ek Radio, Jaan-e-Mann, Teri Meri Dosti Ka Aasmaan, Piya Laadu and Daamaadji.

Panday said, "Radio Mirchi has always had a very close association with Bollywood and has always supported movies with unique contests and interviews with the biggest stars. This association with Radio takes our integration with a movie to next level and is a one of a kind opportunity for Radio Mirchi to be a part of the movie’s story. We wish Himesh all the luck with this project and are confident that Radio will be a big hit."

Reshammiya added, “Radio Mirchi is the No.1 network in the country. It was the natural choice for us to associate with for a film based on a radio station. Another big advantage I had was the opportunity to interact with the best RJs in the country, to learn from them, and thus bring in a lot of realism to the role."

Radio is slated to release on 11 December 2009.