Radio players bank on integrated campaigns this year to take the Ganesha fever in the country to a new level. While RJs tune their show to the festival rhythm, on-ground campaigns have been designed to complement the on-air fun.
Big FM is back with its Big Green Ganesha campaign. The initiative was launched in 2006. It aims at reinforcing the importance of celebrating Ganesh Chaturthi in an environmental friendly fashion.
On-air advertisement of the campaign began with the slogan ‘Ganpati Bhappa Morya, Dharti Mata Morya’, urging the listeners to pay heed to the degradation of environment in the milieu of celebrations. Stars such as Aamir Khan, Neha Dhupia and Simbu were closely associated with the campaign, appealing to the listeners to donate waste papers for creating the eco-friendly ‘moortis’.
The campaign has been initiated across six major cities in the country and 30 eco-friendly Ganesha idols will be set up. Big FM, Mumbai has a tie-up with three major Ganesha pandals in the city – Lalbaug Cha Raja, Dadar Cha Raja and Sion Cha Raja. The RJs will air their show from the venue giving listeners first-hand account.
While Big FM goes on-ground, Radio City goes on-air – literally. In collaboration with Vodafone, Radio City launches ‘Dekho Visarjan Aasman Se’. In its third consecutive year, the campaign gives the listeners an opportunity to witness the mesmerizing ‘visarjan’ scene from sky. On basis of the messages received by Vodafone subscribers, Radio City RJs will call up the interested contestants and invite them to play and participate in a contest. The winner of the contest gets a chopper ride on the final day of ‘visarjan’.
Participants can also win special passes to visit the famous Ganesh Pandals in the vicinity. Radio City jocks will report live from various pandals to give the listeners constant updates.
Radio Mirchi initiates Mirchi Modak Service (MMS) this year – a pseudo on-ground activity. The campaign gives the listeners an opportunity to send ‘modaks’ to their loved ones. While the RJs will be based in the studios, Radio Mirchi will make sure that the ‘modaks’ reach to desired person. Participants have to SMS or call the Mirchi RJs and tell where would they like the ‘modaks’ to be sent, they will be delivered across the 10 days of the festival.
My FM plans to create a ‘book of records’ around Ganesh Chaturthi featuring ‘moti choor laddoos’, ‘Ganesh murtis’, ‘pandals’, ‘mantras’ and ‘aartis’. MY FM will also seek out listeners who have the maximum number of Ganesh idols in their house, adding their names to the book of records. They take the activity on-ground through laddoo eating competitions, rangoli competitions, Ganesh painting competitions and mandir decorations.
Players such as Oye stick to on-air campaigns. Oye FM will thank Lord Ganesha this year in a filmy style. Oye has tied up with an NGO – Project Crayons – that provides shelter to unprivileged girls. The girls from the NGO along with who’s who of the film industry will make their renditions of a ‘filmi Ganesha’ that will be made from recycled Music CDs. Oye FM will then send these mini filmi Ganesha’s to the biggest names in Bollywood and also to on-air contest winners on the radio station.
With listener engagement being on top in radio players’ priority list, integrated campaigns such as these seem to perfectly suit the festive mood.