Radio One embarks on ‘Have a Heart’ campaign with Boman Irani
The campaign works on the insight that once a person is ‘active and happy’ themselves only then can he/she contribute to society at large
Radio One is launching its campaign, ‘Have A Heart’, on its international stations in Mumbai and Delhi. The campaign is a drive to promote ‘good’ in an environment that is slowly turning ‘bad’, especially in the large cities. The campaign works on the insight that once a person is ‘active and happy’ themselves only then can he/she contribute to both their loved ones and to society at large. It aims to communicate to listeners that their hearts beat for a reason.
Anil Machado, National Programming Head, Radio One said, “We found listeners complaining of so much negativity in their cities and also in a state of dilemma of how they can contribute. Our ‘Have a Heart’ initiative is a dialogue with our listener at three levels – 1) What can a person do to bring back ‘good’ into his own life, 2) Bring back the good in their loved ones lives, and 3) The good you can do for your own city / society. Our hosts will engage listeners daily with regard to each of these issues in their respective shows. We are excited to move our stations to the next level of engagement and involvement.”
Actor Boman Irani has been roped in by Radio One to spearhead suggestions that listeners can use in their daily lives to show themselves and the world that they ‘have a heart’. He will be on the stations daily across day parts and help establish the dialogue with listeners and offer simple advice to listeners.
To get listeners to feel the need to ‘have a heart’, Radio One used an innovative approach to get listeners involved and engaged. The in-house Radio One Band created a song ‘have a heart’, which has been running on the Mumbai and Delhi stations for the last 10 days.
The ‘Have A Heart’ initiative has been supported by sponsors Samsung and Rustomjee Developers. “Our well profiled and educated audience continues to find favour with clients looking to involve and engage this audience with unique initiatives. We are grateful to clients and agencies for supporting this ‘much needed’ initiative,” said Saurabh Sehgal, National Sales head, Radio One.
The initiative commences on the stations from March 6, 2013.
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