MUMBAI: After two years of construction work, the much-awaited flyover on Western Express Highway (near the Domestic Airport at Santa Cruz) was inaugurated today (on 15th July 2008), and Fever 104 FM captured the action live on air, from 8 a.m. to 10 a.m.
If anyone happened to be traveling down the W.E. Highway today, chances are they would have witnessed a ‘disco morning’ as cars coming down the newly opened flyover were excitedly flashing their headlights.
The reason was RJ Divya from Fever 104 FM, who was hosting her morning show LIVE from atop the flyover, and she had asked the Mumbaikars to wish her “Good hai morning” in this unique manner to win themselves some fantastic Fever hot-boxes.
Apart from getting responses from the daily commuters, RJ Divya also aired the views of Inspector Ingle of the Mumbai Traffic Department and Mr. Sapre (Head of Infrastructure, JMC Projects), about how Mumbaikars will benefit from this flyover.
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In the week leading up to the inauguration, Fever 104 FM ran a feature called “Udaan Pulachi Atmakatha” on RJ Divya’s morning show, where she tracked the life of the flyover since work first began and ran a countdown to the day of its inauguration. Listeners called in to share how much time they took to cross the Santa Cruz traffic bottleneck and what they would do with all the time saved once the flyover became operational.
Over the last month Fever 104 FM has also been running a Mumbai Monsoon Help Line where listeners can voice their grievances and the RJs follow up with the concerned civic authorities to address them. Says Gowri Satyamoorthy Kapre, National Marketing & Promotions Head, Fever 104 FM, “As a city-centric medium it is our constant endeavor to make a difference to the lives of Mumbaikars by raising issues of concern and sharing in the small joys of the Mumbaikars”.
