Mumbai 28th Oct, 2016: Radio Mirchi in association with Reliance Fresh touched the lives of underprivileged kids from the NGO, Swagat, by inviting them to be a part of the Radio Mirchi family and be a part of Diwali celebrations this year.
As the famous quote goes, “Home is where the heart is”, and especially on a festival such as Diwali, everyone craves to come back to their own home and celebrate with family and friends. Unfortunately 4 lac street kids in India don’t have a home to go back to! Radio Mirchi along with Reliance Fresh invited a handful of homeless kids to the studio and celebrated this festival by invoking a sense of belongingness. The kids were given a chance to be an RJ, decorate the Mirchi office, run from one corner to another singing and dancing all the way. The kids left the office taking a joyful experience along with Diwali gifts from the Mirchi family wrapped in a memorable experience.
On this occasion, Shweta Iyer, National Head, Creative Services Radio Mirchi said, “Mirchi endeavors to bring sunshine and happiness in a listener’s life. Initiatives like, Dil Bada to Diwali Badi, allowed us to reach out beyond conventional radio and make a difference to a person’s life. The campaign aims to touch the lives of the kids by giving them a sense of belongingness this festive season.”
This fresh way of Diwali celebration was shared through two films showing Mirchi RJs and the kids announcing the activity, having fun and illuminating the emotions behind it.
Video Link 2: http://ift.tt/g8FRpY
Video Link 1: http://ift.tt/g8FRpY
Commenting on this initiative, Lalatendu Panda, VP & Head of Marketing, Reliance Retail (Value Format) said, "Reliance Fresh’s Badi Diwali campaign emphasises the fact that you don’t need a big purse to make Diwali big, all you need is a big heart. The word BADI’ has various connotations – big hearts, big shopping, big celebration, big moments - but it’s those moments of empathy, generosity that truly elevates our celebrations to the next level. Reliance Fresh is going beyond the conventional functional route to create a more meaningful experience for Customers. Let us celebrate this festival of lights by remembering that a diya loses nothing by lighting another diya.”
About Radio Mirchi:
Entertainment Network India Limited (ENIL), India’s leading private FM radio broadcaster, popularly known as Mirchi, operates 45 stations across 39 cities in the country. Launched in 2001, Mirchi has the highest listenership across the country and a track record of developing innovative content, thus expanding and retaining its audiences and advertisers through the years. Radio Mirchi has delighted listeners and the industry with its exciting properties like the Mirchi Music Awards (in eight languages) and Mirchi Top 20.
Radio Mirchi’s continuous innovations across different platforms like Mirchi Mobile and the digital space (in the form of online radio stations) have been instrumental in its gaining leadership in the private FM Radio industry. Radio Mirchi made its international foray with the launch of the brand in the UAE. Since February 2012, Radio Mirchi can be heard in Dubai, Abu Dhabi and Al Ain and is the first Indian radio brand to go international.