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Drought Affected Maharashtra gets a helping hand with Radio City’s ‘Jal Hai Toh Kal Hai’ initiative

Radio City partners with Dalmandai Foundation to bail out drought hit regions

India CSR News Network

MUMBAI: Radio City 91.1FM, the country’s leading radio network, has joined hands with Dalmandai Foundation for their Jal Ha TohKalHai campaign. The initiative aims at lending a helping hand to drought-struck regions of Maharashtra by donating water via tankers. Radio City has provided a platform via the initiative, where people can donate money for this noble cause through cheques, internet banking and demand drafts.

RJ Archana providing water tankers at draught hit villagesKeeping in line with the spirit of the recently launched Rag Rag Mein Daude City campaign, Radio City has pledged to help drought-hit villages and farmers by encouraging their listeners to donate money for this cause. Radio City visited Sri Krishna wadi of Deolgaon siddhi which is one of the many adversely hit drought areas with residents getting water supply once in days and bathing once in a month to save water. Radio City filled the ponds, tankers and wells. The station has managed to collect money and donate more than 35 lakh litres of water to 85 villages and 15 forests in Ahmednagar. Tankers holding a total of 13 thousand litres of water were sent across to relieve drought hit regions.

Speaking about the initiative, Abraham Thomas, CEO, Radio City 91.1FM said, “Jal Hai TohKal Hai is an endeavour to use our platform to highlight the plight of the farmers in Maharashtra, reeling under the onslaught of drought to our listeners and give them an opportunity to help in this cause. We are overwhelmed with the response garnered from our listeners who generously contributed more than 35 Lakh litres of water. This is yet another Rag Rag Mein Daude City Initiative”.

On 25 May, 2016, RJ Archanaof Radio City Mumbai’s famous morning show Kasa Kai Mumbai with Salil & Archana along with her team visited Ahmednagar with the water tankers and spent the whole day with the farmers and their families to understand their struggle with acquiring of water. While the Radio City initiative has been successful in providing water to them, the farmers were a real life example of ‘simple living and high thinking’.

They were happy to share an authentic homemade Maharashtrian meal with the Radio City team and packed organic ‘aambalonche’ (mango pickle) for the entire team. The farmers’ families participated in dancing with the RJ and even challenging her to carry a number of ‘matkas’ full of water on her head. They were also very touched when they listened to the audio messages of Radio City listeners to boost their morale and to show them that they mattered.

This warm experience was relayed live on FACEBOOK LIVE and was also recorded and shared with listeners on-air in a bid to create awareness of the hardships Maharashtra’s farmers. Through this initiative, Radio City aims to extend a feeling of belongingness, and applaud the efforts of farmers which in turn benefit the entire country.

“The old adage ‘water, water everywhere and not a drop to drink’ is actually true in today’s day and age. The situation due to drought is indeed dire and it is time that India as a whole stepped up and helped provide solution”, opined Pawan Gandhi Volunteer for Better India and Dalmandai Foundation, who partnered with Radio City in order to bring forth this initiative.

Radio City 91.1 FM is a 100 percent owned subsidiary of Jagran Prakashan Ltd. Radio City 91.1 FM. India’s first & oldest FM brand has been synonymous with the category since its inception in 2001.  The station has ruled the airwaves, by being No.1 in Mumbai & Bangalore for over 451+ weeks and a consistent top-2 across all other operating markets, reaching out to over 2.2 crore listeners across the country. A pioneer with first on dial, first on web and first to microlocalize themselves, Radio City was the first to introduce humor on radio with Babber Sher, first to launch agony aunt solving love problems with Love Guru, first to launch the biggest singing reality show in India with Radio City Super Singer, first ever FM station to recognize the independent singers & musicians with Radio City Freedom Awards and the first FM station to launch internet radio streams in India with 21 stations & counting!

With a reach across 39 of the most important towns of India, dominating the most important advertiser markets, for the fifth year in a row the brand has been ranked among the Top-25 brands to work for in India by the ‘Great Place to Work’ survey. Led strongly by the philosophy of Rag Rag Mein Daude City, the brand is firmly driven by the passion and the pride that listeners feel for it and associate it to.

For further details, log on to www.planetradiocity.com.

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