Radio is a tool that you should use wisely: RJ Malishka
Malishka Mendonsa, popularly known as RJ Malishka, is one of the most well-known voices on radio. The bubbly, vivacious radio jockey has become synonymous with the radio industry today. She has been on air with Red FM for almost 12 years now, delivering her refreshing morning punch in the show ‘Morning No. 1 with Malishka’.
Apart from upping the entertainment quotient, Malishka has also been voicing the concerns of Mumbaikars regarding various issues, echoing and encouraging public opinion across all walks of life. In fact, Malishka was in the eye of the storm last year when her video criticising the BMC for their monsoon preparations went viral with over 20 million views, and she was at the receiving end of their wrath. She minced no words to highlight an issue that all Mumbaikars face every monsoon, despite reprisals. For this, Malishka received the Reebok India #FitToFightAwards.
Social causes apart, Malishka was recently seen in the film ‘Tumhari Sulu’, starring Vidya Balan.
However, on December 7, 2017 came a grim campaign, wherein quite a few big names from Bollywood were seen urging people not to listen to RJ Malishka in a video posted on Facebook. The video begins with Aamir Khan saying ‘Malishka ko matt sun’, followed by Vidya Balan, Irrfan Khan, Shraddha Kapoor, Rajkummar Rao, Kapil Sharma, ‘Tumhari Sulu’ director Suresh Triveni and TV actor Barun Sobti. Surprisingly, all these celebrities have been a part of Malishka’s show at some point.
To know more about this campaign, Adgully had a quick chat with RJ Malishka, where she also shared her plan of action for 2018.
What is the whole concept behind ‘Malishka ko Matt Sun’?
‘Malishka Ko Matt Sun’ is a concept that has emerged out of ‘If not us, who else can do like this’, where you are saying that don’t listen to my product or my show. Basically, it’s an earned campaign. This is not a campaign that you can just do at any point.
For me, it’s been almost 12 years in Red FM and we have steadily built our portfolio of entertaining while being conscious citizens and socially responsible to the environment. I think it’s the building up for that portfolio and establishing credibility in the sense that people think of me – Malishka – as one of their own.
Now suddenly, if someone asks people not to listen to the radio jockey they love the most, that is very shocking. After the campaign went viral, lots of people called up and said ‘what is wrong with you all, main toh sununga’. We took that route, and it was also a brave move to get the whole industry to say don’t listen to Malishka. That means there’s a story behind the campaign. Everybody liked the campaign and the response has been tremendous.
Agar aap raaste par thukna pasand kartehan hai, train me latakna pasand hai, ladki ko chedna hai, toh Malishka ko matt sun.
It’s a campaign not just about Malishka, but also about the city. It is very rare to find a campaign which says one thing and does two things.
Owing to the campaign, don’t you think it has created a negative imagery for listeners?
I am happy that whatever way it has taken it has impacted. I can absolutely term it as a brave move. People who hear it in the beginning will say why they are saying like this. But I hardly think that this is the reason due to which they will stop listening to me. They will only be more curious and, therefore, will come and find out.
How has the experience of working in a film and reality show on TV been like?
The experience, obviously, was very different from radio. In fact, I had a listener in the morning that came to listen to my show only after watching the film.
The film was a fabulous experience for me. Hum sab me ek perfomer basta hai, which otherwise you can’t see on radio. It is only the voice, but at the backstage you are preparing your own script and using your face for different reactions. In a film shoot, you have the script ready, which you need to go through sitting in a vanity van, eating apples and getting ready for the shot.
I was very sure about my performance because the director was fabulous. Vidya Balan, who came to me during ‘Lage Raho Munna Bhai’, asked me, ‘Tumhare listeners sach me aise hote hain kya?’ I replied, ‘Yeah, aise hi hote hain’. She makes you so comfortable while giving your shot with her, while she keeps on motivating you.
Television is altogether a different world, not even close to films and radio, which I realised in these two months thatI observed all three fields. The same celebrities I interview here, they all know me and ask me random questions. I think the credibility that I have on radio with celebrities is somewhere getting me more different work. I think radio is a tool that you should use wisely, you are with celebrities also and media curtain at the same time. If I go and do a film, I can anytime come back on radio and tell people about it.
Any thoughts on accepting such more offers going forward?
Of course, yes! From the beginning I have always been an actor. Since my childhood I have been into extra-curricular activities. It’s my dream to work in films, but at the same time I love the radio as a medium and want to stay with this medium.
How was 2017 for you?
2017 has been a rollercoaster, crazy and an amazing year. Overall, it was a landmark year. I started with my television career and also starred in a movie.
What are your expectations from 2018?
I have to drive and cook, because you have to concentrate on other things as well.
(With inputs from Sneha Yadav)
Read More:
https://www.adgully.com/red-fm-launches-its-very-own-mobile-application-75784.html
https://www.adgully.com/mumbai-ki-raani-rj-malishka-moving-out-of-red-fm-75354.html
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