Red FM, the Sun TV-owned radio station, has launched an activity in Mumbai to reach out to the people who keep the city alive and running. Titled Mumbai ke Asli Heroes, the activation aims to celebrate and appreciate the unsung heroes without whom the city would come to a halt.
The first ones to participate in the activation were the Mumbai bus drivers. The activation took place in November at the Backbay Bus Depot. The second one was recently done with the Mumbai dabbawalas.
As a part of the activation, RJ Rishi Kapoor from the Mumbai station goes out to meet and interact with these people. He plays games, chats and felicitates them. The interactions are then recorded and aired on the show titled Mumbai Local on Red FM Mumbai between 5 and 9 pm.
Speaking about the activation, Nisha Narayanan, COO, Red FM, says, "The activation is an extension of the brand that reflects the local ethos of the region, whether it is Mumbai, Kolkata, Guwahati or Delhi. Every city has a different culture and things of importance. The brand is a statement of expression and has always been proud of being a provocative entertainer."
The promotions for the activity were mostly done on air and on social media.
Some of the earlier initiatives by Red FM include 'Worshipping potholes in Mumbai', 'Red FM's Bollywood style messaging in Bengaluru' and 'Billboard radio station in Kolkata'.
93.5 Red FM is one of the largest radio networks in India with 50 stations.