Red FM’s corporate social responsibility (CSR) initiative, ‘Bajaao for a Cause’, has already received a tremendous response in the initial days itself. Approximately Rs 14,00,000 lakh and 64 PCs have already been pledged for the betterment of underprivileged children. The proceeds will be given to the children of Committed Communities Development Trust. Red FM is supported in this initiative by exchange4media.com, Global Advertisers and Cinemax.
Commenting on the promotional efforts used for this initiative, Abraham Thomas, COO, Red FM, noted that for the purpose of spreading awareness for this cause and for inviting pledges, donation drop boxes were placed at various locations throughout Mumbai. “Boxes have also been placed at various corporate houses for the purpose. A special activity, where we presented a rose to people at railway stations, malls and multiplexes and other popular hangouts, with a message asking them to SMS their support for the cause, also helped generate a lot of SMSes, the proceeds of which will go to CCDT after being doubled by Red FM,” he added.
Speaking about the response received so far for this, Thomas observed that the support and wishes pouring in is really heartening and gives the radio station further impetus to ‘bajaao’ more such causes in the future. “On the first day of the activity itself, we managed to satisfy our requirement for computers for the children. It’s been a week since then and we have been able to collect pledges amounting to almost 14 lakhs,” he added.
Talking about the on-air response for this initiative so far, Red FM’s RJ Malishka said, “I have been associated with these kids since the time I ran in a marathon for them in 2006. People from all walks of life have come forward to do their bit, from a 10-year-old artiste, who offered to perform and entertain the children, to a worker in a hotel who couldn’t afford an education in his childhood but wanted to help these kids. The examples of kindness are abounding in this city and it’s all very overwhelming.”