A Season That Amplified Student Voices Across the UAE
Mirchi Jam Season 3 marked another successful chapter in Radio Mirchi’s university talent journey. The season welcomed a new wave of student performers into the UAE’s music scene, continuing Mirchi’s focus on uncovering young voices from campuses across the country. Building on the momentum of earlier editions, Season 3 delivered packed auditions, active radio participation and high student turnout at every stage.
Liv Digital Bank led the season as title sponsor, while Arm and Hammer joined as associate sponsor. Holiday Factory returned as the travel partner and awarded the season winner with a trip for two to the Maldives, while the runner up received a trip for two to Armenia. Vocal Studio Orpheus, affiliated with Trinity College London, supported the competition as the official music partner.
University participation remained strong throughout the season. Heriot Watt University Dubai once again featured prominently, joined by other well known institutions from across the UAE’s academic landscape. The continued interest reinforced Mirchi Jam’s position as a recognised platform for student talent and youth focused brand engagement.
Inside the Mirchi Jam Season 3 Format
Season 3 followed a familiar and well received structure that blended live competition with radio driven engagement.
Selections Across the UAE
The Mirchi team selected universities known for active student communities and strong campus culture. Public updates during the season confirmed stops such as IMT Dubai, with additional universities hosting auditions as the competition progressed.
Campus Auditions That Energised Student Life
Each participating university hosted an open audition round on campus. Students performed in front of Mirchi RJs, guest evaluators and large student crowds. Two performers from each campus advanced to the next stage, creating excitement and strong peer support within universities.
Semi Finals Powered by Live Radio
Semi finalists appeared on air and competed through live radio segments where listeners voted in real time. These rounds gave students wide exposure and highlighted how radio engagement drives participation and recall. Brands observing the format gained a clear view of how audio platforms keep audiences involved.
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Grand Finale With Eight Finalists
The season concluded with a grand finale featuring eight finalists. The event attracted student crowds and strong social engagement, reflecting the excitement built throughout the season. Performances, audience reactions and on air coverage brought the competition to a memorable close.
Looking Back at the Growth of Mirchi Jam
Mirchi Jam’s earlier seasons laid the groundwork for Season 3’s success.
Season 1, supported by LC Waikiki, introduced the concept to UAE campuses. Eight universities participated, including Heriot Watt University Dubai, Amity University Dubai, BITS Pilani Dubai, Curtin University Dubai, Manipal University Dubai, University of Birmingham Dubai, De Montfort University and IMT. Over ten weeks, auditions, campus activations and a finale at The Junction in Alserkal Avenue brought students together around music and radio.
Season 2 expanded student exposure through collaborations with Firdaus Orchestra. Participants reaching later rounds received on air features and studio visits with Mirchi RJs, strengthening the connection between students and radio personalities.
These foundations shaped Season 3 into a polished platform that blended campus culture, music and sponsor visibility.
Why Brands Continued to Invest in Mirchi Jam
Mirchi Jam Season 3 demonstrated why advertisers returned to the platform year after year.
Consistent Radio Presence
The competition unfolded through regular on air segments, voting windows and RJ interactions. Sponsors benefited from repeated exposure across popular UAE stations. Brands could explore stations such as Radio Mirchi, City 1016, Dubai Eye 1038, Al Arabiya 99 and Radio 1 UAE through the Radio Stations section on Airtime Arabia.
Direct Student Engagement on Campus
Live auditions, branded zones and campus events placed sponsors directly within student environments, allowing meaningful interaction rather than passive visibility.
Organic Social Reach
Student performances and reactions were widely shared across social platforms, extending sponsor presence beyond campus and radio.
Brands curious about expanding audio strategies could also explore podcast advertising opportunities.
What Mirchi Jam Season 3 Showed About the Power of Radio
Mirchi Jam Season 3 highlighted radio’s role in shaping cultural moments among young audiences. Students tuned in during commutes, study hours and downtime, building familiarity through repeated exposure. Brands became part of moments students genuinely cared about, rather than background messaging.
Airtime Arabia explores these dynamics further in articles such as Why Radio Ads Stay in Your Head, 2025 Radio Advertising Predictions UAE and What UAE Radio Station Fits Your Brand and Why. These insights help advertisers plan campaigns designed for relevance and recall.
FAQs
1. Which universities participated in Mirchi Jam Season 3?
Universities included Heriot Watt University Dubai, IMT Dubai and other leading UAE institutions. Mirchi confirmed participation through official announcements during the season.
2. What prizes were awarded?
The winner received a trip for two to the Maldives, and the runner up received a trip for two to Armenia, both sponsored by Holiday Factory.
3. Why did advertisers support Mirchi Jam?
The platform connected brands with student audiences through radio, campus engagement and social sharing.
4. How did the voting system work?
Semi finalists appeared on air, and listeners voted live, creating continuous interaction throughout the season.
5. Can brands advertise on UAE radio through Airtime Arabia?
Yes. Airtime Arabia books advertising across UAE radio stations and global podcasts through its Radio Stations and Podcasts sections.
Speak to Airtime Arabia
If your brand wants to reach young listeners, build emotional recall and appear within cultural moments like Mirchi Jam, Airtime Arabia is ready to help. The team plans and books tailored placements across UAE radio and global podcasts.
Reach out through the Contact Us page and let’s design your next audio campaign together.
