In the 85th episode of Jam with Sam, Sampath Iyengar delved into the vibrant world of Kirthi Shetty, Creative Director – Production at Jio Saavn. Known for his quirky wit and creative genius, Kirthi discussed his journey from being a store manager at Planet M to shaping the podcasting landscape at Jio Saavn. This candid conversation highlights his creative milestones, philosophies, and love for India.
Roots of Creativity: From Marol to Malad
Growing up in Marol, Mumbai, Kirthi described his school years as ordinary yet formative. His mother’s insistence on shifting colleges separated him from potentially bad influences, a move he now appreciates. Inspired by the vibrant street culture of Mumbai, Kirthi embraced the ethos of “Mawali Bhai,” blending humour, authenticity, and relatability into his creative persona.
The Music Connection: From Planet M to Red FM
Kirthi’s early career revolved around music. Starting as a store manager at Planet M, he witnessed the evolution from cassettes to streaming, an experience that enriched his understanding of the music industry. His transition to radio saw the birth of his iconic “Mawali Bhai” character at Red FM, a cult favourite that brought his unique humour and street-smart perspective to life. Campaigns like “Pothole Utsav” and “Don’t Be Horny” became his signature, blending social impact with creative flair.
The Evolving Role of A Journey into Podcasts and Food Shows in Urban India
At Jio Saavn, Kirthi now heads podcast production, hosting popular shows like “Bhai Ke Raapchik Reviews” and “Talking Music,” where he interviews music legends such as KK and Sonu Nigam. Highlighting the casual intimacy of podcasts, Kirthi explained how they serve as a modern platform for knowledge sharing and storytelling. His stint as a food show host on TLC added another feather to his cap, allowing him to explore India’s culinary diversity.
Creativity and Humor: Staying Clean and Inspiring
Kirthi stands firm on creating content without resorting to crass humour. Drawing inspiration from legends like Charlie Chaplin and Mr. Bean, he believes in the power of clean, relatable storytelling. His brand “Mawali Inc.” and his contributions to Gully Boy’s street culture reflect his commitment to giving voice to Mumbai’s vibrant community.
Passion for Diving and Future Dreams
An avid diver, Kirthi finds tranquillity beneath the waves. His diving adventures in the Maldives and Andamans are a stark contrast to his bustling city life. For the future, Kirthi envisions a balance between entrepreneurship and creative freedom, continually contributing to media and culture with his innovative ideas.
About Kirthi Shetty:
Kirthi Shetty is a Creative Director at Jio Saavn, known for his influential role in podcasting and radio. He is the creator of iconic campaigns like “Mawali Bhai” and an advocate for clean humour. His work spans multiple industries, from music and media to food shows, reflecting his versatile talent.