In Hindi, Mirchi means Chilli: the small, red, spicy ones. So for the launch of Nestle’s super spicy noodle range Maggi HotHeads, Radio Mirchi (Radio Chilli) 98.3 FM lent its name, its Mirchi (Chilli), to Nestle.

The advertisement was aired when the Chilli of Radio Mirchi (Radio Chilli) went missing for two days only to come back in Nestle Maggi Hotheads, spicy noodles with the tagline: Crazy Chilli Love.

The advert is a missing-person announcement; it hopes to find the missing Mirchi (Chilli) of Radio Mirchi (Radio Chilli) 98.3 FM. Mirchi (Chilli), which is red and green in colour and barely as big as a middle finger, was last seen hobnobbing with the Radio Jockeys at the radio station. The listeners are asked to be a part of Finding Mirchi (Finding Chilli): the hunt for the Mirchi (Chilli) of Radio Mirchi (Radio Chilli).