Red FM to put the smoke out

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | May 28, 2008
Red FM ties up with Pfizer for an activity on anti-smoking


FM, famous for its out of the world take on daily events, is gearing up for a social cause under its CSR umbrella, Bajao for a Cause. This time the cause is anti-smoking. The online and on-ground activity is called Quit Smoking Express.

Quit Smoking Express will be carried out in Mumbai, Delhi, Kolkata, Chennai, Bangalore and Hyderabad. It will culminate in a widespread on-ground rally on Anti-Tobacco Day (May 31). Seven days prior to that, Red FM will run an on-air campaign in the form of promos and RJ mentions, which will focus on the hazards of smoking and educate people on how to get rid of the dangerous habit.

Akash Verma
On May 31, Red FM will run a branded double-decker bus to various places in Mumbai. The bus will be flagged off by the mayor and will have Red FM radio jockeys facilitating dialogues with listeners. "We will keep listeners posted on where they can spot the bus," says Akash Verma, station head, Delhi, and national activation head, Red FM.

This activity will be carried out in other cities simultaneously with branded moving vehicles. Listeners will be able to send personalised live messages to whoever they want to urge to stop smoking through the radio jockeys aboard the Express. Similarly, listeners can fill in postcards and send them to their friends through the radio station. The bus will carry a signature board as well.

Red FM has tied up with Pfizer for this initiative along with Salaam Bombay (an NGO that actively campaigns against tobacco abuse) and the Bombay Municipal Corp.

The initiative will also be promoted with the help of an online destination set up specifically for this initiative by Pfizer, called The website will help smokers to quit smoking by educating them about the hazards of smoking, guiding them and providing them aid. A special toll-free number, 1800 4190 190, has been launched for this initiative.

In the past, Red FM has campaigned for several social issues such as water shortage, bad roads and the plight of the Mumbai bar girls after dance bars were banned in the city.

© 2008 afaqs!