The spots in this campaign were camouflaged to sound like real callers in a call-in show. The idea was simple - people who couldn't reach someone confidently calling up Radio Mirchi to reach them. Why? Because the IRS survey said that most people listened to Radio Mirchi.The IRS rankings: a big deal for radio stations. Not such a big deal for listeners.So when Radio Mirchi was ranked number one in India, we wanted to tell all our listeners. But we thought, instead of us telling them, what if they were the ones spreading the news – or, at least, make it seem that they were. So we picked a popular show to do it, where people called in with their song requests.By the end of the week, everyone was talking about these requests and, in the process, talking about Radio Mirchi's number one ranking. And it got even better - with real callers leaving their real messages.