As a mark of solidarity to thousands of farmers who are slogging in the rural areas of Maharashtra to fight one of the worst droughts since 1972, radio broadcasters are urging listeners to come together and save every drop of water they can by celebrating a waterless Holi this year.
Radio City’s RJ Rohit Vir visited some of the most severely affected areas and interacted with the farmers there. Vir will be sharing the first-hand account of the harsh realities faced by the farmers in his show. The initiative was kicked-off on March 25, 2013 and will be concluded on the day of Holi.
On a similar note, Big FM initiated a number of on-ground and on-air activities to acclimatise listeners to the theme of dry Holi. The station initiated campaigns named ‘Ye Holi Paani Ke Saath Nahi, Harsh Aur Raani Ke Saath Manao’ and ‘Holi Si Surat’ to engage with their audience and pass the message of dry Holi. In the former campaign, RJs Harsh and Rani will be visiting various housing societies to make their listener’s Holi celebrations special. As a part of the campaign, Holi-related facts, statistic, tips and suggestions for celebrating a dry Holi will be aired on the station. Also, listeners will be inspired to register with the station and pledge their dedication to the environment by promising to celebrate a dry Holi. ‘Holi Si Surat’ will give the listeners an opportunity to share their favourite and most memorable Holi celebration picture and win prizes.
Big FM also initiated an on-ground campaign wherein contestants were given an opportunity to display their craziest Holi faces with the help of the colours provided to them. The activity was organised on March 24 and March 25 across malls of Mumbai.
In sync with the waterless Holi message, Radio Mirchi’s Jeeturaaj initiated #WaterlessHoli across the terrestrial station and Twitter. The campaign urged listeners to not waste water this Holi on his show ‘Hi Mumbai’.
Pan India players have gone all out with high energy songs to create fun ambience on air to blend in the colours of Holi. Fever FM, Bangalore organised the Disco Holi wherein listeners stand the chance to win passes to a Disco Holi party. The station also has special Holi content and packaging for the Holi week.