98.3 Radio Mirchi launches campaign ‘Saal Pe Malaal’

Srinagar Nov 21: 98.3 Radio Mirchi organised Saal of the Year, as a part of its month-long campaign, Saal Pe Malaal.

The fundamental idea of the campaign was to highlight the "malaal" culture in Kashmiri festivities, especially weddings. In an official handout issued here, Mirchi took a satirical route to highlight this bane that exists so deeply in our society.

The Saal was a two day event, with the traditional Maenzraat (mehendi) and Yenivol (baraat) being the themes for the days. Valley’s favourite, Moin Khan performed at the event, which was followed by traditional wazwan.

The guest list included some famous names like Umar Bin (KashmirFoodGram), Muskan Khan (MyHungerDiaries), Deepak Kapoor (DilSeTraveller) and many more. Team Mirchi aimed at sending invites with wrong spellings and mistakes, the idea being for people to ignore such little details and focus on the efforts of the hosts. This humorous approach was to create an example that there can be a saal (festivity) without malaal, that if "we as a society will, we can grow over these little mishaps and be the wiser ones."

Mirchi Team also undertook the journey to Kulgam’s Srandoo village, which was recently in the news for taking a pledge to limit wedding expenses. The whole village under the Auqaf committee has decided to shun the extravagant wedding customs, which organically will lead to lesser "malaal-daari." The aim of the coverage was to bring the voice of this Kulgam village to the whole of Kashmir.

Furthermore, Team Mirchi also hosted poetess Prof Naseem Shafaie; a Sahitya Akademi award winner who spoke about the cultural background, traditional values, and community building associated with Kashmiri weddings.