MUMBAI: Getting drenched in the rains and being turned down by the autowallas and cabwallas make Mumbaikars sour faced and disgruntled during the monsoon. With Monsoon hitting the city in full swing, Radio Mirchi, India’s leading radio station, once again aided the city to make this season an enjoyable one. For the 6th time is a row, the radio station successful initiated its annual initiative ‘Asian Paints SmartCare presents Mirchi Lift Karade Season 6 in association with Zeel Rainwear’. By dedicating all its efforts to help the stranded Mumbaikars stranded on the roads and providing a reliable source of transportation, the radio station added some sunshine in the life of its listeners even on the darkest day of the monsoon.
Kick started on 9th July, Lift Karade was certainly the talk of the town the moment Mirchi branded cabs hit the city roads. Covering the entire length and breadth of Mumbai, Mumbaikars took the utmost advantage of this free carpooling service of Radio Mirchi. With innumerable requests from Mumbaikars, Radio Mirchi made sure, they were present at the call of listeners. One such request was made by the regular listener Ms. Khursheed, a visually challenged ex-student and volunteer of the National Association for the Blind (NAB).
Daily commute, just like any other Mumbaikars, was the most dreaded situation for most the students of NAB as most of the cabs refused to take them from Dadar to Worli. The moment Ms. Khursheed heard about Lift Kara De on Radio Mirchi, she turned to RJ Jeeturaaj for assistance. To assist them, RJ Jeeturaaj dedicated a cab at their service every day for students to zip through the roads of Dadar to Worli.
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Commenting on this initiative, Preeti Nihalani, Cluster Head – Mumbai at Radio Mirchi, said, “Being stuck on the road, getting drenched in the rains and being turned-down by cab or auto drivers for short distance is a horrible feeling and this was our insight that made us start Lift Kara De. Apart from sharing regular updates about monsoons with our listeners, we have managed to successfully implement the campaign for past 5 years and helped many citizens to travel with ease during monsoons. We get immense pleasure when we get requests and we manage to put a smile on the faces of our listeners like Ms. Khursheed. Needless to say, we are really thankful to our sponsors in making this happen. They are the reason why we were able to make commuting hassle free for Mumbai.”
