Kolkata’s FM radio stations, in keeping with their localised and interactive nature, have lined up a series of programmes and promotions to celebrate Durga Puja with their listeners.
Promotion initiatives of various brands are no longer restricted to sponsoring pandals, banners, stalls or advertising in ‘Pujo Barshikis’ (special puja editions of magazines). Brands now seek a more interactive platform to come closer to their consumers.
A good example of this is ‘Aamar Rangeen Bahana’ on Aamar FM in which a branded Sunlight van will be parked at well-known puja destinations and people wearing bright colours will be asked to share their reasons for wearing that particular colour. People giving the most interesting answers will win prizes.
Aamar FM is also doing ‘Baran theke Bisarjan’ to help its audience rediscover the different facets of the pujas. Another interesting contest is ‘Aamar Saathe Pujo’, where passes for different puja pandals will be given to those lucky listeners who are able to answer simple questions relating to the pujas. These winners will get the opportunity to visit three different pujas pandals, one on each of the three days.
It has been a tradition to release new Bengali songs during the pujas. Keeping this in mind ‘Aamar Puja Classic Countdown’ has been conceived, in which a list of puja numbers from each decade will be published in ‘Sambad Pratidin’, and on the basis of the listerners’ votes, Aamar FM will collate and countdown the songs at pre-designated times.
Taking off on a popular Bengali refrain – ‘Kay Tumi Nandini’ – is a contest where a team of people will visit different pandals in a branded van to spot the most beautiful lady and surprise her with a gift.
Another FM channel – Power FM – in the initiative, ‘Power FM Spread the Joy of Puja’, is tying up with Kolkata’s NGOs to take less privileged children on a pandal hopping spree. Listeners are also welcome to join Power FM in this noble gesture.
‘Puja Shopping With Power FM’ has some fun and lighter moments, where the winner not only gets a particular sum of money, but also an opportunity to go shopping with the station’s RJ. In ‘Power FM Dress up the man in your life’, 10 men, chosen through the on air contest, will get the opportunity to win a set of formals/casuals from Hoffman.
RED FM has ‘Pujor Katha’ in which listners will get to know about the significance of each day of the pujas. ’Purano Barir Pujo’ will take listener inside well-known houses celebrating pujas for years.
In ‘Celebs Kothai Ki Korche’, listerners will be given updates about how their favourite stars are enjoying the festival. ‘Prabasi Barta Puja Parikrama’ is competition for puja pandals not just in Kolkata and the suburbs, but also puja pandals all around the world. For this, RED FM will be connecting with various puja festivities around the world to bring the feel of the pujas being held abroad.
‘Rupa Sharada Samman’ is a contest wherein the best puja will be adjudged from among 200 pujas for best lighting, pandal, idols, etc. RED FM has also tied up with ‘Hey Ya’, an interactive short code messaging service from the ABP Group to enable people to download pictures of their favourite idols on their mobile phones.
The special initiatives taken by Radio Mirchi include ‘Kolkata Calling’, where capsules will showcase the reasons for staying back in Kolkata during puja time. In ‘Pandal theke Bolchi’, a Radio Mirchi RJ will give first hand reports from various puja locations throughout the day. The ‘Mirchi Guided Tour’ will take its listeners around the puja pandals in airconditioned buses.
Apart from these, there will be fashion tips from well-known designers and recommendations for good eating joints. Keeping to its intrinsic nature, the programmes are all interactive with live crossovers in many cases.