Radio players don the patriotic mantle this Independence Day

Various social issues are the focus of radio broadcasters this Independence Day, as they line up special content keeping in mind the mood of the nation

e4m by Saloni Surti
Updated: Aug 14, 2013 8:30 AM
Radio players don the patriotic mantle this Independence Day

Even as the country gears up to celebrate its 66th Independence Day, the growing discontent over the current political scenario and a sluggish economy can’t be missed. With less than a year to go for the Lok Sabha Elections, Indians are demanding answers to a lot of questions. And judging the mood of the nation, radio players have started asking these questions on behalf of the ‘aam aadmi’.

This Independence Day, Fever FM Kolkata is asking celebrities their definition of ‘freedom’. All the shows on August 15 (other than the ones on ‘Antakshari’ and daily utilities and daily contests) shall have celebrities who will share their views. The intention of the activity is to understand the meaning of freedom after 66 years and make it a serious affair.

Fever FM Delhi will seek answers to a much graver problem this year. The station has initiated an activity, called Fever Bandobast, which will take stock of security arrangements in the National Capital. The initiative commenced on August 13 and will conclude on August 15, and will focus on places where bomb blasts have taken place in the past.

An RJ from the FM station, along with a reporter from Hindi daily Hindustan, will visit the locations with a bag containing a metal object in it. The team shall visit places such as malls which have metal detectors. The idea is to see how prepared the security agencies at these public places are to detect any threat. If a loophole is found in the security system, then the Special Commissioner of Law & Order, Delhi Police will have to take an oath to rectify and take strict measures to maintain security in these areas.

Illiteracy is the focus of Fever FM Mumbai’s I-Day initiative, which has been christened Mission Shiksha.

Big FM shall be making its contribution by initiating ‘Big Badlaw Ki Ek Chhoti Pahal’. As part of this campaign, Big FM’s 45 stations are inviting its listeners to nominate issues with national significance. Once the suggestions are received, every station will choose one cause that they will champion and the same will be addressed through different activities throughout the year. Issues that can be addressed include Traffic, Crime against Women, and so on. The campaign kicked off on August 7 and the cause to be championed will be chosen basis listener feedback on August 15 and 16.

To celebrate Independence Day, Radio Mirchi’s Mumbai station is initiating an initiative titled ‘Mumbai Ki Har Imaarat Bole - Vande Mataram’, wherein the focus will be on all the well-known monuments associated with India’s freedom struggle. Radio Mirchi Delhi will honour women taking on men’s domains such as auto-rickshaw drivers and will take their listeners on a journey through promos through a show titled ‘Hindustan ki Jhaanki’.

Radio City, on the other hand, will seek to find out from their listeners as to what are the changes that they would like to see in 2014. PlanetRadiocity shall be releasing a song, titled ‘This is My Freedom’, rendered by Luke Kenny in association with Enkore.

Meanwhile, Radio Mantra will salute the bravery of Indian soldiers with its listeners this year. The radio station will initiate a campaign named ‘Shukriya Soldier’. The voice of the station for the day will be the legendary Milkha Singh. Radio Mantra has also joined hands with international radio stations for the broadcast of ‘Shukriya Soldier’ in countries such as the US, New Zealand, Australia and the UAE.

Given the accessibility of radio, marketers get a good opportunity to execute targeted campaigns blended with the unique content, even as listeners get to tune in to their favourite melodies that praise our nation. Also, special content for such important days works well for radio broadcasters as it gives them the opportunity to go all out in terms of creativity and break through the clutter with occasion-specific content. 

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