Along with the sporadic sounds of crackers and rockets renting the air, and amid the gifts and sweets buying frenzy, FM radio stations have joined in the joyous celebrations with various contests and special shows. exchange4media listens in to the airwaves to find out what one can expect as part and package of Diwali celebrations on radio.
On Radio Mirchi’s Diwali plans, its Cluster Head Srinivasa Shenoy, said, “Diwali is not only the festival of light and happiness, but also a festival of gifts. So, we at Radio Mirchi thought of making this Diwali all the more festive for our listeners. With our Diwali-special campaign ‘Radio Mirchi Giftawali’, we have made an attempt to take forward our brand promise of always spreading happiness.”
Shenoy added, “‘Radio Mirchi Giftawali’ is a three-day on-air campaign, which went on air on October 25, in which Radio Mirchi RJs will give out prizes like LCD TVs, shopping vouchers worth Rs 10,000, Ultra Motor scooter, MP3 players and much more.”
Elaborating on Radio City’s plans, Rana Barua, Executive Vice-President and National Head, Programming and Marketing, Radio City, said, “We are celebrating the auspicious occasion of Diwali with ‘The Great Dilli Diwali’ contest on Whatte Fun Mornings with RJ Simran (7-11 am) and on Joyride with RJ Varun (5-9 pm) starting October 22.”
He further said that listeners could win high-value consumer durables like home theatres, refrigerators, and colour TVs, etc.
Himanshu Shekhar, Regional Head-North and West, Big FM, remarked, “Diwali is synonymous with bonus. Acknowledging this fact, we plan to make this Diwali big with the ‘Big Diwali Bonus’ contest, wherein we ask a few topical questions to the listeners. The winners would get a cash prize double their salary. Also, RJ Archana and comedian Raju Srivastava would engage the listeners with the fun and festivity.”
Meanwhile, for Red FM listeners long with prizes are Diwali special content and celebrations on the FM station. Anuj Singh, National Marketing Head, Red FM, said, “In the Capital, the festivities began with ‘Dhaasu Diwali’ on October 13, and will continue till October 29; with every show having interesting content weaved around Diwali.”
Segments like ‘Fuss Pataka’ on the breakfast show encourage listeners to call in and narrate experiences of promises unmet by the Government officials in Delhi, with the best caller winning a Dhaasu Diwali Bag. Shows like ‘Rocky Mera Naam’ has ‘Rocky’s Rocket’, which targets a Bollywood celebrity everyday. Rocky gives out clues on who this target is and the callers have to call in and identify which celebrity Rocky is targeting. ‘Bees ki Laddi’ on Todoo Top 20 will include a rendition of a victimised object during Diwali; ‘Blind Chaal’ on Athanni Chawanni and ‘Diwali Whitewash’ are other special segments that have been planned.
Ritu Chhabra, National Head-Brand, My FM, explained, “Come Diwali, and the Indian populace gears up to buy white goods. Therefore, we embarked on the ‘Suno My FM, Jeeto LCD’ contest, which has elicited huge response. Also, we are patronising the celebration of a responsible Diwali with the contest, ‘Is Diwali lighting karo dil se’. All these activities began 20 days back and will culminate on the occasion of Bhaiya Dooj.”
She added, “Part of the media contest involves coming up with radio spot scripts on a pollution-free Diwali. This is open to creative people in advertising and media agencies across India. The top three entries would be produced by My FM and would be aired across all our stations in the coming week. The contest is being judged by Gulu Sen, Creative Head, Dentsu Communication.”
The first, second and third prize winners would get Rs 25,000, Rs 15,000 and Rs 10,000, respectively. My Fm is also rolling out a campaign ‘Best Lit House on Diwali Nite’ across 17 stations in seven states. In order to judge the best lit house, My FM teams will visit residential societies and announce the winner on the occasion of Chhoti Diwali.