Music and youth channel Mastiii has created a huge impact with its awareness initiative titled #BanoDheet. In a span of 24 hours after launching the digital leg of the campaign, #BanoDheet was trending at number one position receiving massive response—a whopping 1.4 crore impressions with several thousand tweets to its credit.
The multimedia campaign, targeted at creating awareness and a sense of positive stubbornness amongst the youth of India, aims to help the youth take ownership of their actions towards the society as the first step in building a better India.
The campaign was featured across various platforms such as Twitter, Facebook, TV, outdoor, print media, and radio, addressing the masses to take a stand against social evils such as drinking and driving, eve-teasing, corruption, and littering, to name a few. The reach of the campaign was amplified with media partners DNA, Dainik Savera, Red FM, Minimax and Corel, Vyoma, and Spykar.
Nisha Narayanan, COO, Red FM, commented, “We at Red FM have always been cognizant of relevant issues and problems that plague the society; we take pride in partnering with SABGROUP for the #BanoDheet campaign, which is based on a simple yet impactful concept. We are confident it will go a long way in bringing about a positive change in the society. The timing for this initiative is absolutely perfect as New Year is the time when people actively do a retrospect of their lives, the impacts of their actions over the course of the last year, and make resolutions to improve the coming year. Our Radio Jock at the station is excited about driving this initiative for a great cause.”
RJ Rishi, Red FM, commented, “Through this initiative, Red FM aims to put forward, in a quirky style, how ‘Being Dheet’ can be a catalyst in driving change in people’s personal lives as well as in society. I am very excited to engage with the listeners and viewers for such a relevant cause in true ‘Bajaate raho’ style and I pledge to make all our listeners ‘dheet’ and contribute in establishing a mark with this initiative.”
Elaborating on this initiative, Manav Dhanda, Group CEO, SABGROUP, said, “We feel a sense of pride in talking about the reach of the campaign that has garnered a huge response not only on Twitter where we were trending at the #1 spot throughout India but also the large reach achieved through other media that were used. We highly appreciate the media partners who have associated with us in our efforts to achieve our objective with our campaign #BanoDheet and hope to make a small change through our efforts.”