To combat the menace of increasing pollution, 93.5 Red FM has come up with a campaign this Diwali - Bum pe Laat. The idea is to ‘kick away the crackers’. Red FM launched the campaign in two of the main metros of India-Delhi and Mumbai by appealing citizens to take a pledge against burning firecrackers and to opt for environment-friendly Diwali.
As part of ‘Bum pe Laat’ campaign Red FM RJs during their respective shows will call the listeners in each city and encourage them on-air to take the pledge. One lucky winner through random selection will then be taken on air to take the pledge and will also be rewarded with a cash prize of Rs 1000 every hour. There is an on ground activation also planned where the RJs will also turn up at homes, offices and other locations basis tip off from other listeners and catch hold of those who plan to burst crackers in a big way this Diwali and give them a special message though eunuchs on the hazards of burning firecrackers. Amitabh Bachchan, Salman Khan, and Sonam Kapoor have supported the initiative, along with thousands of people in Delhi and Mumbai pledging everyday to not burst crackers.
As part of the phase II of the campaign on the day of Diwali Red FM will turn to Green FM, for a period of three days and will execute a massive tree plantation drive in collaboration with the MCD and Green Yatra in Mumbai with a promise— “Har Minute Hara Minute” i.e. to plant a tree every single minute. Locations like Roshnara Bagh, Azmal Khan Park, Ramlila Ground etc. in Delhi would be covered under the plantation drive. Bollywood singers and musicians like Daler Mehendi, Indeep Bakshi and Ashoke Masti will be part of the plantation drive.
Commenting on this initiative, Yogendra Singh Mann, Director (P&L), North Delhi Municipal Corporation said, “It’s our endeavor to reach out to the maximum people in Delhi on such social awareness topics as burning firecrackers not only affects the air quality level of our city but also the amount of garbage created due to this is massive which is big task for our karamcharis to clean up. Red FM is a very popular radio station in Delhi and RJs like Raunac, Ashish have a great fan following with people who idolizes them. Social messaging through them has a far better impact.”
Nisha Narayanan, COO, 93.5 Red FM said, “As a brand we often take up city specific topical issues in a fun and quirky manner to generate awareness. Bum pe Laat talks about a serious issue of air pollution during Diwali in a fun and irreverent manner. As we know Delhi is the most polluted city in the world and we aim to motivate our listeners to become conscious about the environment and encourage them not to use firecrackers during festivals, and to spend more time with their loved ones and make creative rangolis with diya and flowers. The conscious effort by the Delhiites over the past few years in reducing the menace of firecrackers is commendable however still a lot of effort and reiteration is needed in this regard and hence in Red FM we feel this a very relevant messaging during this Diwali.’’