Q. Archana, you've had such a diverse career in the entertainment and media industry. What initially drew you to radio and voice work?
Belonging to a family where music was taught and instruments a part of our home. My Nanji was a Music Guru, who also was the principle of the first college of Music & Performing arts in the country, Maharaja Saiyaji Rao University of Baroda.
So musicality, soundscape exposure to all kinds of music was immense.
But the attraction towards voice happened when I watched TV, the ads, the international shows that we watched while I was growing up, and my awareness that how my teacher spoke in class, her tone, her delivery, her sense of pause and the drama in it if she needed to exercise it was fascinating.
Also because I was born and raised till my early teens in Kuwait, where the only means of keeping it real in media, was the radio. Audio was primarily what kept me hooked and I loved imagining how this voice on radio must look, what type of person he/she must be beyond this voice.
But The Lion King (1994) made me 100% sure I want to be a voice artist. When I watched Timon, Pumba, Zazu, (Mr. Bean, Rowan Atkinson was the bird's voice which I discovered 3 years ago btw), scar, Mufasa being dubbed some fascinating voices that rendered such a powerful character to the animated creatures, I knew this is something I want to do.
I did a voice culture course in Mumbai at Indo American Society, Mumbai. But cant say I learnt much. And then my journey of walking in the heat to studio asking for an opportunity to do voice work for them started.
(Radio happened very incidentally. I was at an art class and my art teacher told me I was meant to be on a spoken platform like radio. Her push made me audition for radio Mirchi back then, and the rest is history.)
Q. As a radio jockey, you're known for your engaging presence on air. How do you prepare for your radio shows, and what do you feel is the most important aspect of connecting with your audience?
I did a voice culture course in Mumbai at Indo American Society, Mumbai. But cant say I learnt much. And then my journey of walking in the heat to studio asking for an opportunity to do voice work for them started.
(Radio happened very incidentally. I was at an art class and my art teacher told me I was meant to be on a spoken platform like radio. Her push made me audition for radio Mirchi back then, and the rest is history.)
Q. As a radio jockey, you're known for your engaging presence on air. How do you prepare for your radio shows, and what do you feel is the most important aspect of connecting with your audience?
You have to be on top of what is ruling people's mindset. The what makes them tick is the biggest question you ask before you start your show. On the other hand, honouring your voice and what you feel is also 20% part of your deliverables.
The movie/ott release, their reviews, gold prices and where they can invest to your house help is going to run off to her village, have you prepped ahead of her trip for how you will look after your home. Everything that impacts the city and everything that impacts the listeners life, from traffic, to relationships, to their entertainment has to matter to you, their business is your business literally.
So the more you observe, the more you interact with everyone around you, from your watchman to the street cleaner to your CEO, information will be on your fingertips, beyond the usual suspects for info- newspaper/Instagram news/ the more tuned you are about what matters in a larger perspective to your city people, you will be able to talk about it entertainingly on the radio.
Pick up those calls, whatsappers on your radio station, they are your biggest clients and to listen to your client and indulge them is the biggest high of a live medium like ours.
Q. Being the voice behind Air India and Vistara, what is it like to lend your voice to brands that millions of people rely on daily? How do you approach these projects differently from your other voice work?
It is by far an honour beyond words. To be the voice of the national carrier. Clarity, warmth, hospitality and engaging. So I would say when you speak from the depths of your years of experience to ensure safe, pleasurable and memorable journey- the voice cannot be over excited and cannot be too shouty even though you are trying your best to grab their attention, but it has to keep them engaged enough, hence you use the timber in your voice to gain their attention and keep the voice loaded with warmth to keep them calmly tuned in.
So the more you observe, the more you interact with everyone around you, from your watchman to the street cleaner to your CEO, information will be on your fingertips, beyond the usual suspects for info- newspaper/Instagram news/ the more tuned you are about what matters in a larger perspective to your city people, you will be able to talk about it entertainingly on the radio.
Pick up those calls, whatsappers on your radio station, they are your biggest clients and to listen to your client and indulge them is the biggest high of a live medium like ours.
Q. Being the voice behind Air India and Vistara, what is it like to lend your voice to brands that millions of people rely on daily? How do you approach these projects differently from your other voice work?
It is by far an honour beyond words. To be the voice of the national carrier. Clarity, warmth, hospitality and engaging. So I would say when you speak from the depths of your years of experience to ensure safe, pleasurable and memorable journey- the voice cannot be over excited and cannot be too shouty even though you are trying your best to grab their attention, but it has to keep them engaged enough, hence you use the timber in your voice to gain their attention and keep the voice loaded with warmth to keep them calmly tuned in.
Q. Radio and media have changed a lot with the rise of podcasts and digital platforms. How do you adapt to these changes, and how do you see the future of radio and voice work evolving?
The instant gratification will always keep us a little more relevant locally when it comes to radio v/s podcasts. The fact that my listener can access a conversation with me if he/she calls on our number or whatsapps us.
The instant gratification will always keep us a little more relevant locally when it comes to radio v/s podcasts. The fact that my listener can access a conversation with me if he/she calls on our number or whatsapps us.
In Mumbai we don't have talk radio yet. So we zip in zip out between songs and adverts.
But somewhere we will need to bridge the gap between being a snappy medium & having more intense lengthier conversations/story telling that can intrigue our listeners eventually.
But honestly I always see radio being relevant, because its local, its live, its accessible and it is talking your world back at you.
Q. As an RJ, you have the opportunity to create memorable moments for your listeners. What's the most creative or unexpected segment you've done on-air that really connected with your audience?
When we did mimicry of our stars, and spoke of some local news and views in their perspective. We also did parody songs dedicated to the hyped news/gossip of the week. Our listeners loved it and found it the most infotainment piece on our show.
Q. If you could step into the shoes of any other radio personality or performer for a day, who would it be, and why? What would you love to learn or experience from their perspective?
Jeeturaj. He is hyper local, talks with everyone he practically bumps into and has a command on so many languages. And the way he entertains - in the same vein he picks up local issues that he so vociferously expresses, that shifts the mindset of the busy Mumbaikar to something that needs their attention.
Q. As a woman in the media and entertainment industry, have you faced any unique challenges? How do you navigate those challenges while maintaining your authenticity and passion for your work?
It would be wrong to say that I didn't face discrimination. But the truth be told, its a matter of keeping up your performance and job deliverables even better than yesterday. The most annoying question asked "is it that time of the month" when you are deploying anger to deal with a situation. So irritating.
On the brighter side, in media, if you are good at what you do , the gender is irrelevant.
Although my two bits, as a woman the only thing you have to do is keep your head held high and keep at it. Also do things with the same kind of gusto that most women do, giving birth to a child, bearing her monthly cycle, handling so many emotions of family members and keeping peace to traditionally what they were told to do -confine themselves and their energies to house upkeep and keep people together.
Sounds regressive, I know, to compare the two. But when you allow politics, and people's comments effect your innate nature to take things in your stride and still do what you are hired to do, it will pay off in the long run.
I feel when we start playing games like the men do, we lose what is paramount to us, a touch of softness with which we can move mountains.
I think one would agree, if you did your job with the utmost passion, dedication and the highest degree of joy- it serves you well in life. Fortunately for me, the journey involved a bit of acting in theatre, a bit of tv, few films, anchoring shows on tv to live event hosting and voice overs to now dubbing. So when you love what you do and keep growing in that sphere with the relevant ways to connect to your audience, nothing can and will stop you.
Stay Relevant.
I feel when we start playing games like the men do, we lose what is paramount to us, a touch of softness with which we can move mountains.
I think one would agree, if you did your job with the utmost passion, dedication and the highest degree of joy- it serves you well in life. Fortunately for me, the journey involved a bit of acting in theatre, a bit of tv, few films, anchoring shows on tv to live event hosting and voice overs to now dubbing. So when you love what you do and keep growing in that sphere with the relevant ways to connect to your audience, nothing can and will stop you.
Stay Relevant.
Bio
Archana Sharma is a multifaceted entertainer whose voice, talent, and spirit have captivated audiences across airwaves, screens, and stages. From being the iconic voice behind brands like Vistara Airlines and Ponds to gracing films such as Sanju and Milenge Milenge, Archana seamlessly blends storytelling, performance, and charm. A celebrated radio host on 91.1 FM and the face of over 15 TV commercials, she has also hosted grand musical events like Musical-é-Azam and 200+ live shows.
Her artistry extends beyond media—she's interviewed Bollywood stalwarts like Ranbir Kapoor, Salman Khan, and Vicky Kaushal, while also engaging in soulful dialogues with spiritual figures like Gaur Gopal Das and Jaya Kishori. A proud alumna of the Shiamak Davar Institute and winner of the SDIPA Best Dancer Award, Archana continues to inspire as a modern-day muse, painting her journey with melody, rhythm, and unmatched tenacity.
Interviewed By Irene Elina Eldhose
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