According to the channel, the campaign is an attempt to encourage 'good' in an environment that is slowly becoming 'bad' in big cities. The campaign is sponsored by Samsung and real-estate builders Rustomjee Developers.
The channel's hosts will talk to the listeners about the issues that bother them. "We are excited to move our stations to the next level of engagement and involvement," Machado states.
Meanwhile, Boman Irani, who will launch and be the face of the campaign, will offer his suggestions and advice to listeners on how to involve and engage with others to reiterate the fact that they 'have a heart'.
In order to create a buzz about the campaign, the in-house Radio One band has created a song based on the title. The song ran for 10 days before the campaign's launch. Machado says that the song, 'Have a heart, make a start, don't hesitate to play your part', received tremendous response from listeners. "On hearing the lyrics, listeners felt there was a need to look inward and realise that a change of heart is badly needed," he says.
Saurabh Sehgal, national sales head, Radio One, says that the channel's clients wanted to engage with the channel's educated audience and, therefore, supported the campaign.