An aggressive campaign by the FM station convinced MCD to name a road in the capital after the master blaster
BestMediaInfo Bureau | Delhi | January 4, 2012
After piloting an aggressive campaign to honor Sachin Tendulkar, Fever 104 FM has successfully convinced the Municipal Corporation of Delhi to name a road in the capital after the master blaster.
Fever 104 FM RJ’s have not only collected the support from people of Delhi, but have also channelized this movement into a reality. When RJ Suhas & RJ Manu initially approached the authorities, MCD declined the proposal on the grounds that the roads in the capitalare not named after living people. Later, when RJ Khurafati Nitin drew their attention to Nelson Mandela Marg, which is an exception- the Mayor considered the drive and asked Fever 104 FM to garner popular public support- which it did. The existing Chandni Chowk main road will now be called “Sachin Ramesh Tendulkar Marg”.
Delhi Mayor Prof Rajni Abbi further adds, “I knew Sachin is immensely popular in India and am overwhelmed by the way Fever 104 FM has got the whole of Delhi to participate in this movement. It was not only the listeners but also the Indian cricket team which supported the campaign. ‘Dilli main Sachin Tendulkar marg zaroor banega. Chandni Chowkki main sadak jispar Mandir ,Masjid, Gurudwara aur Church ke saath saath saamne Laal Quila bhi hai, us sadak ka naam hoga Sachin Ramesh Tendulkar Marg”.
Commenting on the success of the campaign, Harshad Jain, Business Head, Fever 104 FM,says, “This one is a tribute to all the Sachin’s in Delhi. We are more than glad and thankful to the DelhiMayor for agreeing to the concept. This is our way to honor Sachin’s contribution to India and cricket as a game. We are immensely grateful to the people of Delhi for extending their full support towards making this campaign a reality”.