Yes of course, sounds like Jeeturaj on Radio Mirchi.
Am not a radio buff really. But on occasions when I've tuned in, I've heard Jeeturaj. Guess, what strikes me the most in his RJing?
The word 'Tu'.
No other RJ, I've had the chance to hear, uses the word 'Tu' to address the audience. To my mind, that's a big difference. And to my mind, that word encapsulates Radio Mirchi's strategy too.
'Tu' isn't the most polite way of addressing any person. While it is informal, many people might feel offended being addressed 'Tu'. But yes, among our closest friends, we do use 'Tu'. Whether young or old, good friends retain the habit of addressing each other with 'Tu'.
Now comes the other bit. Frequency. Comparing different age-groups, they are the young who meet their friends more often, who hangout more often, who are influenced by friends' more often. 'Tu' helps reach this cluster pretty clinically.
Given the context of Mumbai, and the people living here, and the kind of language that's spoken on the streets and locally, this word 'Tu' hooks the audience.
Socha kya tune, kitna dum hai 'tu' mein… :) Enjoy.
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