Radio City builds up the Diwali buzz with programming initiatives

Radio City has launched a modern avatar of the Epic ‘Ramayana’ with the exclusively crafted ‘Raghu Charit Manas’. This unique feature has been introduced in Radio City across 13 markets. This apart, Radio City is looking to strengthen its listener connect with several on-air programming initiatives this Diwali.

by Priyanka Nair
Published - Oct 18, 2011 8:33 AM Updated: Oct 18, 2011 8:33 AM
Radio City builds up the Diwali buzz with programming initiatives

In the run-up to Diwali celebrations, Radio City has introduced a novel programming initiative – ‘Raghu Charit Manas.’ It is a witty and entertaining rendition of the Ramayana with a modern twist to the tale.Listeners can enjoy 12 different capsules of ‘Raghu Charit Manas’.

‘Raghu Charit Manas’ captures the essence of the age-old epic by taking listeners through a compelling journey of modern day equivalents of the protagonists of the ancient Ramayana. Here, Ram has become Raghu, a major in the army and Sita has become Siya, a Harvard graduate. The inspiration behind this initiative is that anci1ent trials and tribulations of power, lust, money and greed exist even till today. ‘Raghu Charit Manas’ gives listeners a unique and witty perspective on the morals propagated by the Ramayana.

Elaborating further on this initiative, Mr. Kartik Kalla, National Programming Director, and Radio City said, ‘Raghu Charit Manas is a contemporary adaptation of the Ramayana. With this version, our listeners will find that they can in fact relate their day-to-day battles to ancient wars. I’m sure our listeners will be glad to have such a unique representation of the Ramayana at the click of their radio dial.”

He also added,” ‘Raghu Charit Manas’ is different from other Ramayana programs on radio simply because we have introduced a very unique never-heard-before version of the Ramayana. We have retained the moral and righteous essence of the epic but have packaged it in a modern and contemporary manner. With this version, our listeners will find that they can in fact relate their day-to-day battles to ancient wars.”

Additionally, to keep up the Diwali buzz, Radio City will also be run numerous contests and games for listeners across all markets. For instance, in Mumbai, ‘Patta Gul Houseful’ will invite listeners to answer simple questions to win fabulous Diwali prizes including gold & silver coins, diamond jewelry and gold necklaces. They are also organizing ‘Diwali Party’ wherein listeners can invite popular RJs of Radio City to celebrate Diwali with them. During this festive time, Radio City is also offering Mumbaikars a chance to win a chopper ride to Shirdi.

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