The main objective of the event was to provide a platform for the youth to showcase their talent. Commenting further, Shamik Talukder, National Head, Mirchi Activation said ‘We at Mirchi strongly believe in the power of youth and Talent Ekdum Loaded gives the youth the chance to come forward, display their confidence and get a chance to work with us. This is a fantastic joint initiative by Tata Docomo and Radio Mirchi."

Abdul Khan, Head Marketing, Tata Docomo, Tata Teleservices Maharashtra said, "We at Tata Docomo believe in encouraging talent and providing a platform for the same. We recently launched our ‘Ekdum loaded' recharge pack that caters to all the communication needs of the youth. Thus, supporting the activity complements our product."

The talented winner of the contest was Abhijeet Bukale from Nasik. He was awarded with a three month internship at Radio Mirchi in Mumbai. The event is said to be an annual event for college students.