Chennai FM stations on ‘social cause’ overdrive

Chennai FM stations on ‘social cause’ overdrive

Author | Esha Madhavan | Friday, May 01,2009 8:45 AM

Chennai FM stations on ‘social cause’ overdrive

While most FM stations have been busy with the Indian Premier League (IPL) glitz, some FM stations in Chennai have steered away from all the IPL frenzy for the time being and instead taken up some social causes this summer.

With the Lok Sabha elections yet to take place in Tamil Nadu, Big FM has combined the idea of engaging the vacationing kids with the importance of elections through a campaign called ‘Vote Podalana’. As part of the campaign, Big FM has come up with on-air and on-ground awareness drives on the importance of voting. In continuation of the same, a walkathon by kids was held in association with Janagrahaa (of ‘Jaagore’ fame) and Kids Café. The walkathon was flagged off by State Electoral Officer Naresh Gupta.

This initiative is a week-long election special programme on-air and on-ground, which is aimed at giving listeners a completely local flavour of the forthcoming elections. The on-air programme will be interactive, where listeners can get their doubts on elections cleared. The RJs will also interact with listeners on the elections during their regular outdoor broadcasting shows.

Commenting on the campaign, PB Ramaswamy, Cluster Head, Big FM Tamil Nadu, said, “Big FM Chennai is committed to providing listeners with relevant information about the forthcoming elections, which will compel them to franchise their right to vote. The campaign has been conceptualised keeping in mind the prevailing mood in the city, and we believe this campaign will create a sizeable impact in terms of awareness creation during these elections.”

Radio Mirchi Chennai has taken up the cause of education and has launched a campaign in association with an NGO called ‘Agaram’, which is run by Tamil cine star Surya. Through this campaign Radio Mirchi is collecting old school and college text books along with other general books from its listeners, which it will donate to underprivileged children. The campaign will culminate on May 5, 2009 to coincide with its 6th anniversary in Chennai.

Speaking on the campaign, J Harinarayanan, Senior Manager - Marketing, Radio Mirchi, Chennai, said, “In a city like Chennai, a social cause campaign like this creates a lot of response. We are getting good response from corporates as well. Listeners have come forward with their own varying ideas to take the initiative forward. Till now, we have already collected thousands of books.”

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