This Diwali, radio players across the country addressed several social causes

#MeToo, Stree Dum, Iss Saal #MattBajaa, Green Diwali all this and more was heavily discussed on several radio stations across India

e4m by exchange4media Staff
Updated: Nov 9, 2018 9:05 AM

2018 Diwali on radio was replete with programming that focussed on social causes apart from the usual entertaining programmes.

Radio City extended its support by displaying solidarity towards the #MeToo movement that has engulfed the country. With a pan-India campaign called ‘StreeDum’, Radio City decided to raise its voice against the constant objectification of women and bring about a positive influence in the patriarchal mentality that sees women as objects of sexual gratification.

The aim of the campaign was to bring about a change in the way men view and treat women on a day-to-day basis. Radio City StreeDum was spread across on-air, on-ground and digital mediums and the idea was to make the topic of sexual harassment and eve-teasing a mass-centric conversation. The communication throughout the campaign was to stop men from addressing women as ‘patakha’, ‘bomb’, ‘fuljhadi’, and ‘item’, and respect them as individuals.

Radio City Mumbai’s RJ Archana and Radio City Delhi’s RJ Ginnie took the campaign a notch higher with their on-air and on-ground activities. On-air, RJ Archana urged the listeners to share their real-life experiences on RJ Salil and RJ Archana’s popular breakfast show ‘Kasa kai Mumbai’. As an extension to the Kar Mumbaikar initiative, she took the campaign on-ground at various locations across Mumbai, where Radio City staged ‘Nukkad Nataks’ with the theme around objectification of women. Apart from leading a widespread conversation on her show ‘Suno Na Dilli’, RJ Ginnie went on-ground across different areas of Delhi and spoke about the issue with Delhiites. The ‘StreeDum’ campaign was also led in Ahmedabad by RJ Aarti. They distributed Radio City branded cracker boxes containing goodies and creative content about ideal ways of addressing women.

Kartik Kalla, Chief Creative Officer, Radio City, said, “With the ‘StreeDum’ initiative, Radio City continues to be a forerunner in tackling social issues and bringing about a positive change. As an extension to the successful ‘Kar Mumbaikar’ initiative we have always aimed at solving citizen-centric problems using the power of radio. Most of us are not cognizant of how unconsciously we perpetuate sexual harassment through seemingly innocuous everyday actions. Each one of us is an agent of change and together we can make a conscious effort to treat women better. I am hoping ‘StreeDum’, an initiative by Radio City, will also see a positive response from Mumbai.” 

RED FM that embraces its proposition and the tagline ‘Bajaate Raho’; asked everyone “ISS SAAL ‘MATT BAJAA’.

They amplified it with a digital leg. Red FM’s Diwali campaign ‘Iss Saal #MattBajaa urged people to celebrate an Eco-Friendly Diwali.  They requested each and every person to click on the link below and mark themselves eco-friendly on FB by changing their profile pics with the Template saved in the link and also urge their friends and followers to mark themselves eco-friendly.

 Red FM took this campaign Pan India explaining how the pollution caused due to Diwali can hamper daily lives of children, senior citizens, animals and this was communicated with statistics on hazards caused by Air and Sound pollution. Red FM RJs across cities also broadcast air pollution index of different areas in their cities and how there’s a dire need to curb pollution for us to breathe clean air.

 Coming to Radio Mirchi, it also wove in the no-cracker narrative into its programming but with a heavy dose of music thrown in.

 “Our popular RJs across the country absconded. Iss Diwali RJs huye faraar, Mirchi pe suno gaana lagataar. That’s four days of popular, hummable and latest music all day. Our RJs decided to mass bunk and enjoyed this Diwali with their loved ones. Plus, to make your teen-patti nights extra-bright we got you the best dance music – we played our specially curated program, Club Mirchi, every night from 9 pm till 3 am,” said Vishaal Sethia, National Programming Head – Mirchi.

“The entire focus of the activity is on enjoying music and there are various messages built in the communication which speak about not bursting crackers but listening to music instead. There is: Iss Diwali patakhe nahi, Music chalao or Iss diwali Patakha nahin jalega, Mirchi pe music chalega. It is our constant endeavour to encourage conversations about socially relevant topics through entertainment without making them seem like a burden. Our aim was to let this Diwali be pollution free, solution-driven, crime-free, with time for family, green with no crackers and letting Mirchi music drive your blues away,” said Sethia.

Radio Indigo’s Diwali programs and promotions focused on celebrating Diwali in an Eco-friendly manner (Green Diwali).  

“Content was focussed on creating awareness on the ways to celebrate Diwali without causing damage to the environment. We promoted minimal use of fireworks and created awareness on how to avoid bursting crackers past 10:00pm. We also created awareness on the use of biodegradable plates and proper disposal of used flowers,” said Satyanarayana Murthy, CEO, Radio Indigo.  

“We broadcast an interview with the DGP of Fire and Emergencies of Bangalore, MN Reddy and lined up celebrities from the music and film industry to encourage people to celebrate this Diwali in eco-friendly way,” said Murthy.


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