Radio One is going to launch its new campaign, ‘Have a Heart’, on its international stations in Mumbai and Delhi. The campaign is meant to promote ‘good’ in an environment that is slowly turning ‘bad’, especially in the large cities. The campaign works on the insight that only when a person is ‘active and happy’ can he/she contribute to both their loved ones and to society at large. It aspires to communicate to listeners that their hearts beat for a reason.
The initiative commences on the stations from March 6, 2013. Actor Boman Irani has been roped by Radio One to spearhead suggestions that listeners can use in their daily lives to show themselves and the world that they ‘have a heart’. He will be on the stations daily across day parts and talk to with listeners and offer simple advice to them.
Anil Machado, National Programming Head, Radio One, said, “We found listeners complaining of so much negativity in their cities and also in a state of dilemma on how they can contribute. Our ‘Have a Heart’ initiative is a dialogue with our listener at three levels: what can a person do to bring back ‘good’ into his own life; bring back the good in their loved one’s lives; and the good one can do for one’s city/society. Our hosts will engage listeners daily on each of these issues in their respective shows. We are excited to move our stations to the next level of engagement and involvement.”
The in-house Radio One Band created the song ‘Have a Heart’ which has been running on the Mumbai and Delhi stations for the last 10 days. ‘The song has received wonderful response from listeners who on hearing the lyrics felt that there was a need to look inward and understand that a change in heart is badly needed. Its chorus ‘have a heart, make a start, don’t hesitate to play your part’ has resonated extremely well with listeners,” added Machado.
The ‘Have a Heart’ initiative has been supported by premium sponsors Samsung and Rustomjee Developers.Saurav Sehgal , National Sales Head Radio One said “Our well profiled and educated audience continues to find favour with clients looking to involve and engage this audience with unique initiatives. We are grateful to clients and agencies for supporting this much needed initiative".