Six FM radio stations in Mumbai – Red FM, Radio City, Big FM, Radio One, Fever FM and Meow FM – got together on World Heart Day, celebrated on September 28, for a joint initiative. This radio initiative on World Heart Day is part of a larger awareness building drive by Saffola Life. The media agency for this campaign is Madison Media. Radio Mirchi, however, was not part of this campaign.
The aim of this initiative was to make the listeners listen to their hearts. On Sunday, September 28, all one could hear was the sound of heartbeats played across the six FM stations from 10 am to 10,30 am in between the health capsules. No music or ad jingles were aired during this period.
This is not the first time that Saffola has involved radio players in its World Heart Day campaign. Its campaign last year was an award winning one.
Commenting on the initiative, Rana Barua, Executive Vice-President and National Head -Programming and Marketing, Radio City, said, “Radio City is proud to be part of this initiative. We enjoy huge listener connect and involvement, and we can capitalise on the same to spread this relevant message. An initiative like this helps our listeners lead a healthier and happier life, and it makes great sense for us to be a part of it.”
Anuj Singh, National Marketing Head and Station Head Mumbai, Red FM, said, “Saffola’s initiative on the occasion of the World Heart Day is very commendable. It is not everyday that radio jockeys of various FM stations come together for a common cause, and we are happy to lend our support towards it.”
Alok Kumar Singh, Station Head, Fever FM, said, “This is something very unique for us and all I want to say is just listen to your heart.”
Nirupam Sonu, VP-Programming, Big FM, too, was excited to be part of this initiative.
As part of its initiative for World Heart Day, Saffola Life is organising free Cholesterol Checks across 90 cities from September 28 to October 20. In order to avail of these Cholesterol Checks, one needs to send an SMS to a designated short code number.
Saffola Life is a CSR initiative that seeks to educate consumers about heart care, its risks and ways in which the same can be mitigated.