India’s 33-station network, Radio Mirchi 98.3 FM has launched a campaign to promote Kannada language on its Bengaluru station, according to Afaqs.

Bengaluru is the capital of the southern state of Karnataka and Kannada is its official language.

The campaign, called ‘Kool Kannada Trivia’ will run on the station’s breakfast show ‘Hi Bengaluru’ on weekdays from 7 am to 11 am.

It is hosted by RJ Smitha who is known for combining the language with modern dialect.

She will share facts and trivia about Kannada to bring out elements that will promote it among listeners.

Commenting on the initiative, Rashmi Sharma, station head, Radio Mirchi, told Afaqs: “We pride ourselves as a station which uses Kannada as the primary language.”

RJ Smitha added: “Being quirky and bringing in elements of coolness in my show is something that I love doing.”