The new initiative, called Shraddha Jothe Coffee Thindi, will have the RJ (radio jockey) hosting the show from 10 different breakfast places for the next two-three weeks. Popular eating places such as MTR, Adiga's, Vidyarthi Bhavan, Airlines Hotel and Adyar Anand Bhawan will be a part of the promotion.
The RJ will interact with customers present, with the manager of the restaurants and the chefs contributing details such as the history of the place and the delicacies.
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He says that Bengaluru has some exotic breakfast places and the culture of eating out is prominent. "Some of the places are from the pre-independence era and hold iconic stature. The promotion is a great way of reaching out to our listeners," he adds.
The activity, which started a few days ago, has been well received by listeners. In fact, the station plans to replicate the same in other markets, but in different contexts. "In Delhi, we may do it at parantha joints or dhabas. The point is that it has to be of interest to the listener and also give us an opportunity to interact with them," he states.
Fever FM is a collaboration between HT Media and Virgin Radio and is available in cities such as Delhi, Mumbai, Bengaluru and Kolkata.