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MUMBAI: Red FM, the station of expression for millions of music lovers launches a unique campaign ` Red FM Dilli Ke Chamakte Sitaare` in keeping with its “Bajaate Raho!” positioning.Dilli Ke Chamkate Sitaare was unveiled on Friday by the Honorable Chairman of Municipal Corporation of Delhi`s Standing Committee at his office in the Delhi`s Town Hall. In its trademark style Red FM plans to approach these serious issues in a fun way, wherein it will promote social awareness about the perennial civic problems and encourage Delhite to introspect, take responsibility and come out with their own solutions for these rampant social evils in Delhi.
Identified representatives of social evil a.k.a Dilli Ke Chamakte Sitaare are hidden in Delhi. Apna Tez- who sets the pace for accidents with rash driving, Susu Uncle – enjoys treating every wall in Delhi as personal toilet, C.T. Bhaiya – Flaunts his right of self expression by whistling & passing remarks at every girl & Kachra Aunty – who ensures Delhi remains decorated by littering at will, are some hand picked examples of Delhiites who are responsible for the current state of the city. And RED FM now sets on a mission to take these Dilli Ke Chamakte Sitaare to task!
Commenting on unique initiative by the radio station, Abraham Thomas, COO- RED FM said, “This is the first time that Dilli Ke Chamkate Sitaare will be identified in the city and bajaoed in this extremely funny and cheeky fashion. With this initiative RED FM Delhi truly emerges as the brand that pioneers change for the better in Delhi.” Commenting further, he said, “Red FM is promoting social awareness among citizens about causes that the city of Delhi has been grappling with forever now. Rash driving, littering, urination in public and eve-teasing are some perennial civic problems in Delhi¦and it is about time that we generate awareness & revolt against these social evils. Also, this is the first time in the city that an outdoor campaign is in sync with interactive on-ground activity and on-air promotions.” The campaign was unwrapped with a 360 degree approach that began with week long teaser hoardings at all major crossings supporting the on-air teaser promos, followed by traditional outdoors, innovative on-ground activities across residential societies, print ads and inserts that will directly connect with the City of Delhi. The USP of this campaign would be the support of an innovative on-ground activity that sarcastically bajaos the people who create nuisance on the road. A special “Chamakte Sitaare Squad” CSS, will be on a constant watch across 12 prime crossings, localities, malls & markets around the city every day. As soon as they spot someone doing any of the above nuisances, the squad will gear-up for the action and embarrass the “Chamakta Sitaara” on the spot with drums, whistles & garlands. Live bytes will be taken by broadcasting jocks at the venue of the incident and aired real time on air. The entire campaign will be supported by on air promos on “Dilli Ke Chamakte Sitaare” and RJ talk encouraging people to spot and report Chamakta Sitaaras all over Delhi.
