Radio stations to ensure love is in the air

By Justin Thomas , afaqs!, New Delhi | In Media Publishing | February 13, 2009
The nation may be caught in a morality battle over Valentine's Day, but radio stations are going all out to play cupid

This year, the buzz around Valentine's Day has gone up several notches, what with chaddis and sarees being exchanged by those on the two sides of a high-pitched morality battle. However, it's not just the pro- and anti-Valentine's Day groups that are raising the decibel level: radio stations too are lining up with a host of activities for the special day.

So, for instance, if the boys tune into Red FM's Mumbai station, they get an opportunity to woo RJ Malishka and earn the glorious title of 'Malishka ka sabse bada deewana'. The contenders for the title would have three options to prove their deewanapan: shaving half their head is the first option; waxing the body and walking around the city dressed as a woman is the second; the third option is to get an autograph from Shahrukh Khan before the 14th of this month.

Maintaining & #BANNER1 & # its programming initiative of addressing the issue of the economic slowdown, Big FM has rolled out 'Chota Budget, Bada Pyar', offering listeners romantic and exotic, yet cost-effective, options to make the most of the day. RJs will share interesting tips on cost-effective gifts, shopping destinations, restaurants and other love destinations. They will also invite listeners to share their love stories and dedicate songs on air.

Bengaluru which has been the epicentre of all the recent hoopla over morality will witness speed dating on V-day: a concept where men and women are rotated to meet each other over a series of short 'dates', usually lasting from three to eight minutes. At the end of each interval, the organiser rings a bell or clinks a glass to signal the participants to move on to the next date.

At the end of the event, participants submit a list of who they would like to provide their contact information to. If there is a match, contact information is forwarded to both parties. Radio One is powering this initiative and will accept entries through the on-air shows. It will select 40 contestants, 20 boys and 20 girls, who will then participate in the speed dating contest.

Speed is the flavour of the day at Radio City as well. The station, in association with Force India, will send one lucky couple on an all-expenses-paid trip to the Malaysian Sepang Grand Prix. This offer includes travel and stay in five-star luxury, a personal interaction with Team Force India and a stash of exclusive Force India goodies.

To win, listeners in Mumbai, Delhi, Bengaluru, Chennai and Hyderabad need to tune into Radio City's 'Fast Love' contest.

There's something on offer even for those who don't have a date, courtesy Radio Mirchi. To participate in 'Single Hain Ki Bachelor' contest, every bachelor or singleton will have to convince Mirchi RJs that he is the biggest loser yet deserves to go on a date. To register, listeners simply need to call up Radio Mirchi and voice their argument.

The five most innovative entries will get a chance to go on a luxury day-long date. The day out will include a hot air balloon ride, limousine ride, lunch at a luxury hotel, shopping and the celebrations will conclude at a Valentine's Day party in one of the night clubs in Delhi.