My FM brings heroes on air with 'Jiyo Dil Se Heroes'

The show will feature celebrities from various walks of life. Every month one celebrity will be profiled in a two-hour radio show across all 17 stations

BestMediaInfo Bureau | Delhi | February 20, 2014

In continuation of its brand philosophy 'Jiyo Dil Se', My FM has come up with a new initiative, 'Jiyo Dil Se Heroes', to motivate the listeners to live life to the fullest. 'Jiyo Dil Se Heroes' will feature celebrities from various walks of life. Every month one celebrity will be profiled in a two-hour radio show across all 17 stations. Each of these celebrities resonates My FM's brand value.

The first show went on air on February 18 featuring author Chetan Bhagat as he talked through his various experiences of life and how he turned in to a full-time author. Other names that will feature in future include Pt. Birju Maharaj and Geet Sethi.

The show is being promoted extensively through a 360 degree media campaign that includes promotions across platforms like cinema, print, digital and radio.

Harrish M Bhatia, CEO, 94.3 My FM, said, “Jiyo Dil Se Heroes is an extension of the core values and beliefs at My FM. The celebrities identified will talk about their struggles and successes and will inspire our listeners to live life with optimism and zeal. We aim to communicate our brand philosophy and develop a stronger bond with our listeners through this innovative concept.”

Viplove Gupte, National Programming Head, My FM, commented, “Society has given birth to heroes but they were not born heroes, they strove hard to become heroes. We are going to feature such heroes on radio. My FM's brand philosophy 'Jiyo Dil Se' embodies such significant emotions. Each hero will represent one emotion. Every three weeks we will be sharing one such hero and his story, his emotions, his journey. This is not a life-story show, this is the story of moments and emotions that make these people a hero, a hero who lives 'Dil Se'.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com