The radio broadcaster in association with Reliance Fresh touched the lives of these children by adding a little sunshine
BestMediaInfo Bureau | Mumbai | November 4, 2016
Radio Mirchi in association with Reliance Fresh touched the lives of underprivileged kids from the NGO, Swagat, by inviting them to be a part of the Radio Mirchi family and be a part of their Diwali celebrations.
On a festival such as Diwali, everyone craves to come back to their own home and celebrate with their family and friends. Unfortunately four lakh street kids in India don’t have a home to go back to. Radio Mirchi along with Reliance Fresh invited a handful of homeless kids to the studio and celebrated this festival by invoking a sense of belongingness. The kids were given a chance to be an RJ, decorate the Mirchi office, run from one corner to another, singing and dancing all the way. The kids left the office taking a joyful experience along with Diwali gifts from the Mirchi family wrapped in a memorable experience.
Shweta Iyer, National Head, Creative Services, Radio Mirchi, said, “Mirchi endeavours to bring sunshine and happiness in a listener’s life. Initiatives like Dil Bada to Diwali Badi allowed us to reach out beyond conventional radio and make a difference to a person’s life. The campaign aims to touch the lives of the kids by giving them a sense of belongingness this festive season.”
Lalatendu Panda, VP and Head of Marketing, Reliance Retail (Value Format), said, “Reliance Fresh’s Badi Diwali campaign emphasises the fact that you don’t need a big purse to make Diwali big, all you need is a big heart. The word ‘Badi’ has various connotations – big hearts, big shopping, big celebration, big moments. But it’s those moments of empathy, generosity that truly elevate our celebrations to the next level. Reliance Fresh is going beyond the conventional functional route to create a more meaningful experience for customers. Let us celebrate this festival of lights by remembering that a diya loses nothing by lighting another diya.”
This fresh way of Diwali celebration was shared through two films showing Mirchi RJs and the kids announcing the activity, having fun and illuminating the emotions behind it.