Its new initiative ‘Raunac Ki Dilli – 10 Lakh Tere Haath’ is asking people to state their needs and struggles that can be addressed with a donation of Rs 10 lakh
BestMediaInfo Bureau | Delhi | November 12, 2014
Red FM has launched a new initiative called ‘Raunac Ki Dilli - 10 Lakh Tere Haath’. The radio station’s RJ Raunac was given a responsibility by an unknown caller, to hunt for the right person to whom Rs 10 lakh can be handed over.
RJ Raunac had urged people to vote through the channel’s campaign, ‘Dabaake Bajaa’ during the elections. He will now ask listeners to tell him about their needs, struggles and dreams, which they think can be addressed if they get a donation of Rs 10 lakh. The anonymous caller chose RJ Raunac because of the rapport he shares with radio listeners in Delhi.
Nisha Narayanan, COO, 93.5 Red FM, said, “Radio has emerged as a very powerful medium of entertainment, as well as information dissemination in this day and age. With brands using radio not only to drive perception, but also realising the strength of the voices on-air as trusted ambassadors, radio has indeed entered a new level of engagement. The power of this medium is further reinstated through initiatives like these. The fact that people believe in radio as a rightful medium to help in causes like these, proves how a mass medium can also be uniquely personal. As a brand, we are extremely proud that Raunac was chosen as the face of the campaign, and we hope that he fulfils his responsibility completely”.
The initiative started last week with a call from a benefactor who called the RJ on the show ‘Morning No. 1’, urging him to take his case forward with Delhiites. The FM station cross-checked the identity of the benefactor and got to know that the motive of the benefactor is genuine.
Listeners need to register with Red FM and share their stories on the IVR phone number given by the RJ. Listeners who register for the initiative will be shortlisted by the RJ, based on the stories and the needs stated. The selected stories will be aired on the station and the final winner will be selected on November 21, based on voting by listeners in Delhi.