Malishka Mendonsa, a RJ on Red FM, who is better known as RJ Malishka or Mumbai Ki Rani, is considered to be a powerhouse in the Indian radio industry.

Speaking with Manifest, for our March issue, she delved into the evolving role of radio, its synergy with digital medium, the significance of on-ground events and what drew her to play the role of Sarojini Naidu on the recently released OTT show Freedom at Midnight.

Having started her journey in the early '00s when FM radio was gaining prominence, Mendonsa aspired to quickly become a standout voice. She recalled that when she joined the FM radio station, Red FM, its new brand philosophy of 'Bajaate Raho' philosophy was launched and it aligned perfectly with her fearless approach, shaping not just the station's identity but her brand identity as well.

When we asked her about women's representation in the radio ecosystem. She voiced out that radio has never been 'male' or 'female'. "At a certain point, even gendered awards from my side were turned down because I believe that passion isn't about gender it is about thought and evolution. A radio professional's job is to put ideas out there and see if they connect with our audiences," she remarked.

Mendonsa also stated that it is funny how people get irritated with the amount of ads on radio, but they need to understand that's a larger chunk of how our revenue is generated. She added, "Frustration is natural, but the goal is to make ads sound better through creativity and choosing brands that align with the right voices so that the trust value is intact."

To read the full conversation, get your copy here!