As Mumbai gears up to welcome Lord Ganesha and ring in the celebrations over the next few days, radio players are going out of their way to take the fervour on air for their listeners.
Ganesh Chaturthi, being one of the most auspicious days in Maharashtra, the media is usually seen going all out to leverage quality content. Thus, radio players now have special properties for Ganesh Chaturthi that have become brands among their listeners.
Radio Mirchi returns with the fifth edition of Mirchi Modak Service (MMS). As part of this service, listeners get an opportunity to send traditional modak sweets to their friends and loved ones by messaging or calling up Radio Mirchi RJs on all 10 days of the festival.
Big FM is observing the sixth edition of its Big Green Ganesha initiative this year. The initiative aims at instilling a sense of responsibility amongst citizens towards creating a better environment by celebrating Ganesh Chaturthi in an eco-friendly way. The campaign will be initiated in eight different cities – Mumbai, Bangalore, Hyderabad, Mysore, Tirupati, Sholapur, Vizag and Mangalore. With the installation of 30 Ganesha Pandals, the campaign will be spread across eight cities with the setting up of 48 papier mâché idols.
Radio City rings in Ganeshotasav with Shri Siddhivinayak this year. On all the 10 days of the festival, the radio station will bring live Ganapati Aarti from the Siddhivinayak temple in Mumbai.
Apart from Radio City, which organised Dekho Visarjan Aasman Se last year, the properties initiated by the other two radio stations recur every year.
Banking on festivities to create special content is not a new trend. However, given the importance attached to this festival, radio players now resort to creating brand properties. The performance of these properties over the years have started the trend of creating recurring properties as they build up appointment listening and a loyal TG base.