Big FM and Clinic Plus air radio's first ever feature film

The two-hour feature film was aired across Mumbai, Delhi and Kanpur radio stations on 11^th May, 2014

BestMediaInfoBureau | Mumbai | May 14, 2014

(L-R) Himani Shivpuri, Sparsh Khanchandani and Alok Nath

On the occasion of Mother's Day, May 11, 92.7 Big FM in association with Clinic Plus launched a two-hour feature film titled 'Maa ke Aanchal Mein'. This marks radio's first ever feature film and was aired across its Mumbai, Delhi and Kanpur stations. Being one of the most popular mass media channels, radio has the highest level of penetration across cities and villages, therefore conveying an important social message can be best done through this route.

The radio movie emphasising on the importance of girl child managed to touch the hearts of listeners. The film scripted by Neelesh Misra gripped listeners with a heart-wrenching emotional story of a mother, played by Tisca Chopra, who goes out of her way to educate her daughter against the wishes of the entire family. It is a journey of a strong mother who goes through all the hardships and ordeal to make her daughter's life a bed of roses. Other than Tisca Chopra, the film boasts of an extremely talented ensemble with Divya Dutta playing the role of Sutradhar, Sachin Khedekar as the father, Alok Nath as Dadaji (grandfather), Himaani Shivpuri as Daadi (grandmother), Upasana Singh as Chaachi (aunt), Satish Shash as Chacha (uncle) and child artist Sparsh Khanchandani as the daughter.

Ashwin Padmanabhan

Ashwin Padmanabhan, Business Head, Big FM, stated, “We at Big FM have pioneered the radio storytelling format in India and we now take it to the next level with the launch of an extremely engaging first-ever radio feature film with a noble message on educating the girl child. We thank our partners for this association and are confident that the film and its humble message will resonate with listeners across our stations.”

Srirup Mitra, General Manager, Hair Care, HUL, said, “It has been our consistent effort to strengthen the unique bond of a mother and daughter and Mother's Day is a big celebration for us. We have always tried to connect with daughters and facilitated them to acknowledge and appreciate their mother's role in their life, and 'Maa Ke Aanchal Mein', the first-ever feature film on radio by Big FM is an excellent opportunity for us to convey our message.”

Clinic Plus has also launched the campaign “M Se Maa, Maa se Mazbooti”. The initiative aims to reach out to mothers to build awareness of the importance of educating their daughters, especially with the current scenario of an alarming increase in the number of adolescent girls dropping out of school. Understanding the need to educate girls today, Clinic Plus has also partnered with renowned NGO Plan India to create awareness about the need for secondary education and reduce school dropouts amongst adolescent girls.

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