Radio One launches 'Have A heart' campaign

The FM radio channel has roped in actor Boman Irani to support the campaign, which will address listeners from Mumbai and Delhi.

A happy person has the ability to create a happy environment for his loved ones and, eventually, the city. Taking this insight forward, Radio One will launch its latest campaign, 'Have A Heart', for its international stations in Mumbai and Delhi. To be kick-started on March 6, the campaign will provide suggestions and a forum for discussion on how to promote a 'good and positive' environment in two chaotic cities, in turn reminding the listeners that their hearts beat for a reason. Interestingly, to promote the campaign, the FM channel has roped in actor Boman Irani.

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.

Anil Machado, national programming head, Radio One, says, "We found listeners complaining of so much negativity in their cities and in a state of dilemma as to how they can contribute." Hence, the initiative is a dialogue with the channel's listener at three levels - what a person can do to bring back 'good' into his own life; into loved ones' lives; and in the city/society, he adds.

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.