MUMBAI: Radio Mantra celebrated the festival of lights with an innovative programming initiative: ‘Double Hafta Vasool’.
‘Double Hafta Vasool’ was an interesting contest where the participants had to answer five simple questions to take home the double of their one week’s salary. Starting from a day’s salary, the right answer to each of the five questions doubled their winnings. The contest ran from the 1st of November to the 5th of November and was aimed at salaried professionals in the mantra towns. It received an overwhelming response from the usually dormant affluent and more than 20,000 listeners registered for the contest via SMS & IVR. Majority of the contestants earned salaries from 15 to 80 thousand and worked in varied sectors such as Insurance, Banking, Education, Telecom, and Government
Apart from the fun and money, the contest had a social angle to it: Promoting, filing of ‘Income Tax Return’. As a responsible corporate citizen, Radio Mantra, took upon this opportunity to spread awareness of the benefits of filing income tax returns and restricted participation in this contest to only those who filed their tax returns. Mr. Hemant Kumar Goyal, a Senior SDO with BSNL (Jalandhar), after winning on the contest commented It is great to see that people who are filing income tax returns are being acknowledged and encouraged. I tuned into the contest as I was anxious whether I could answer the questions, it is great that I won….
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Commenting on the concept behind ‘DHV’, National Programming Head, Kanwar Sameer said, What better than to earn half a month’s salary, especially when it comes around Diwali! We have been mulling about launching Hafta Vasool for a while and Diwali presented the perfect platform for the launch. I am overwhelmed by the response and the buzz that the property has created and look forward to making this a permanent feature on Radio Mantra….
It REALLY DOES PAY to be a Mantra listener!
