here�s no escaping this one. Anywhere you turn, he�s there. No, we�re not talking about Amitabh Bachchan. We are talking about Louie, the Mortein mnemonic. If you were in Delhi last month and turned on the radio, chances were you would have heard Louie being sentenced to the dreaded Mortein on a certain channel. You could have also heard him, the very next instant, pestering a radio jockey on Radio Mirchi.

That�s right. Louie had a two-month stint, between September and October, on Times Group�s FM channel, Radio Mirchi. The pest could be heard between 7.00 am and 2.00 pm everyday on Hello Delhi and Khoobsurat. "The idea to put Louie on radio came both from Radio Mirchi and from the creatives at Euro RSCG," says Aditya Sehgal, marketing manager (home care), Reckitt Benckiser India. ... more