Red FM launches quirky initiative 'Bum Pe Laat' to 'kick away the crackers'

Red FM launched the campaign this week in Delhi and Mumbai, urging citizens to take a pledge against burning fire-crackers. On Diwali, Red FM will become Green FM to execute a tree-plantation drive

Delhi | November 10, 2015

To combat the menace of increasing pollution, Red FM, the radio network has come up with a quirky campaign this Diwali called 'Bum pe Laat'. The idea is to 'kick away the crackers'. RED FM launched the campaign starting this week in two of the main metros of India-Delhi and Mumbai, appealing citizens to take a pledge against burning fire-crackers and to opt for environment- friendly Diwali.

As part of 'Bum pe Laat' campaign Red FM RJs during their respective shows will call the listeners in each city and will encourage them on-air for taking the pledge. One lucky winner, through random selection, will then be taken on-air to take the pledge and will also be rewarded with a cash prize of Rs.1000 every hour. There is an interesting on- ground activation also planned where the RJs will turn up at homes, offices and other locations basis tip- off from other listeners and catch hold of those who plan to burst crackers in a big way this Diwali. They will then give them a special message though eunuchs on the hazards of burning fire-crackers. Amitabh Bachchan, Salman Khan, and Sonam Kapoor have supported the initiative, along with thousands of people in Delhi and Mumbai pledging every day to not burst crackers.

As part of phase II of the campaign on the day of Diwali, Red FM will turn to Green FM, for a period of three days and will execute a massive tree plantation drive in collaboration with the MCD and Green Yatra in Mumbai with a promise— “Har Minute Hara Minute”  which means to plant a tree every single minute. Locations like Roshnara Bagh, Azmal Khan Park, Ramlila Ground etc. in Delhi would be covered under the plantation drive. Famous singers and musicians like Daler Mehendi, Indeep Bakshi, Ashoke Masti  will be present during the plantation drive.

Commenting on this initiative, Yogendra Singh Mann, Director (P&L), North Delhi Municipal Corporation, said, “It's our endeavor to reach out to the maximum people in Delhi on such social awareness topics. Burning fire-crackers not only affects the air quality of our city but also the amount of garbage created.It is a big task for our workers to clean it up. Red FM is a very popular radio station in Delhi and RJs like Raunac, Ashish have a great fan following with people who idolize them. Social messaging through them has a far better impact.”

Nisha Narayanan

Nisha Narayanan, COO, Red FM, said, “As a brand we often take up city specific topical issues in a fun and quirky manner to generate awareness. Bum pe Laat talks about a serious issue of air pollution during Diwali in a fun and irreverent manner. As we know, Delhi is the most polluted city in the world and we aim to motivate our listeners to become conscious about the environment and encourage them not to use firecrackers during festivals, and to spend more time with their loved ones and make creative 'rangolis' with 'diyas' and flowers. The conscious effort by Delhi citizens over the past few years in reducing the menace of firecrackers is commendable, but more needs to be done. Red FM is conducting very relevant messaging during this Diwali.”

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