Memories of the July 26, 2005 deluge in Mumbai are still fresh. With Mumbai once again in the grip of monsoon, this year, FM stations have stepped in to ease the woes of Mumbaikars in various ways – be it through airing weather forecasts, or highlighting civic issues or even arranging for transportation during heavy spells of rains.
Fever FM has launched the Fever 104 helpline, where listeners can air their grievances regarding civic issues, which the stations would follow up with the concerned authority. Alok Singh, Station Head, Fever FM Mumbai, said, “We are also planning to reach out to different residential colonies and housing societies, especially those that were most badly affected last year, and help the residents prepare better for monsoons this year.”
My FM is providing listeners with weather-related information as also information regarding water-logged areas in the city. The station is also airing tips to maintain hygiene during the monsoon. On a jolly side, My FM is organising ‘rain dances’ for the listeners.
Speaking on the campaign, Harrish Bhatia, COO, My FM, said, “Duration of the campaign will be seasonal and will last throughout the monsoons. It is an in-house promotion and part of our ongoing content change policy to match the mood map.”
Going a step ahead, Red FM, is conducting an on-air vote wherein listeners can vote for their areas. The area getting the highest number of votes would receive a special Red FM boat. The boat would be handed over to the civic authority in charge of that particular area for rescue operations during the monsoons. The station is also providing life jackets and monsoon survival kits along with the boat. Red FM has also offered pick up and drop its listeners to and fro from their destinations in their Qualis vehicle.
Commenting on the initiative, Anuj Singh, National Marketing Head and Station Head (Mumbai), Red FM, said, “After receiving tremendous response and appreciation for our efforts during the July 26, 2005 floods and having experienced the same difficulties year after year as citizens ourselves, we decided to go all out this year through our extensive initiatives during the monsoons. With our activities, we hope to highlight the plight of Mumbaikars during monsoons and sensitise the authorities towards their needs.”
Raj Gopal Iyer, Station Head – West, Radio One , said, “We will soon have traffic updates in the country that would help people who are travelling avoid getting stuck in rains and or flood-like situations. This would be be supported by great technology behind it.”
He further said, “We have some very exciting contests lined up and a large promotional campaign. The winners could win some cool prizes during this monsoon.”