Radio One to salute India's 'Superwomen' across seven cities

The FM player has roped in Vidya Balan to be the face of the initiative that seeks to encourage women empowerment and honours women who have made a difference

BestMediaInfo Bureau | Delhi | August 26, 2015

After aligning up with Hrithik Roshan for the #YouthStars initiative, Next Radio (Radio One) that runs differentiated radio formats in seven cities has announced a new programme property – Radio One Superwoman – that will soon run in all seven cities: Mumbai, Delhi, Bangalore, Pune, Kolkata, Ahmedabad and Chennai.

The six-week programme will highlight how the modern urban woman in India is a professional, a wife, a mother, a sister, a friend, a boss and so much more, which makes her the superhero in all our lives. Today, economic progress of our country is directly linked to how much our country empowers its women with education and opportunity. Many top positions in the corporate world are occupied by able women and this is the inspiration behind the programme property. The property will culminate with special '#SuperWoman awards' in each of the seven Radio One cities, where listeners will choose women who have made a difference to that city.

Radio One has roped in Vidya Balan to tell the stories of today's Superwomen and the various roles they play. She will highlight their 'powers' in various fields – be it as a homemaker, a businesswoman, as entrepreneurs, as social workers and many more.

Vineet Singh Hukmani

Vineet Singh Hukmani, MD & CEO, Radio One, commented, “Engaging educated audiences is our greatest strength. Radio One Superwoman helps build a bridge of credible content, coupled with imagery of 'today's woman' that every advertiser in almost every brand category wants to connect with. We are amplifying this 'real city woman', and rightly so, as being exciting and extraordinary and are happy that as a result our listeners will re-discover the super women in their own lives. With unparalleled on-air and online synergy, we are confident that this initiative will soon set new benchmarks in listener engagement using real life inspiration.”

Anil Machado, Chief Programming Officer, Radio One, added here, “The stories of #SuperWomen in every city will be told soon in an exciting manner almost in superhero movie fashion on the station in seven cities throughout the day parts and the content will be mirrored online on a special Facebook page. The page already has rich stories shared by our listeners, where they have mentioned who the superwomen in their lives are. The page already has over 21,000 Likes and is growing fast. An all-woman Radio One band formed by in-house members will also sing a song that will capture the qualities of this superwoman in song and this will certainly add a buzz to the property.”

On roping in Vidya Balan for the initiative, Machado said, “We see so many movies with super heroes with super powers and we felt that women all around us have that true quality of invincibility and purpose and we must pay tribute to women as they do really make our world go round. Vidya Balan, we felt, perfectly epitomises these values off screen and on screen and her credibility and prowess on radio made her a perfect choice for Radio One Superwoman.”

Commenting on her association, Balan said, “I would like to represent the super woman that resides in every woman. A woman who is aware of her power and strength, a woman who constantly celebrates the power of being a woman.”

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