In continuation of their brand philosophy, Jiyo Dil Se, MY FM has come up with a new initiative “Jiyo Dil Se Heroes” which will motivate the listeners to live life to the fullest.
Jiyo Dil Se Heroes will feature well known celebrities from various walks of life, every month one celebrity will be profiled in a 2 hour radio show across all 17 stations. Each of these celebrities resonate MY FM brand value. These celebs will inspire the listeners through examples of their real life heroes. The objective of show is to establish a stronger connect of the brand with the listeners.
The first show starting on 18th February 14 will feature famous English author Chetan Bhagat as he talks through his various experiences of life and how he turned in to a full time Author. Other names that feature in future are Pandit Birju Maharaj, Geet Sethi to name a few.
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The new show Jiyo Dil Se Heroes will be promoted extensively through 360 degree media campaign which will include promotions across platforms like Cinema, Print, Digital, and Radio.
Speaking on the initiative, 94.3 MY FM CEO Harrish M Bhatia said, “Jiyo Dil Se Heroes is an extension of the core values and beliefs at MY FM. The celebrities identified, will talk about their struggles and successes and will inspire our listeners to live life with optimism and zeal. We aim to communicate our brand philosophy and develop a stronger bond with our listeners through this innovative concept”
94.3 MY FM National Programming Head Viplove Gupte added, “Society has given birth to heroes but they are not born heroes, they strive hard to become heroes. We are going to feature such heroes on radio. MY FM brand philosophy “Jiyo Dil Se” embodies such significant emotions. Each hero will represent one emotion. We begin with Chetan Bhagat, who has his share of followers and critics but one thing is for sure that this IIT-IIM guy leaves his high paying job in a large corporation and decides to write a book. Every 3 weeks we will be sharing one such hero and his story, his emotions, his journey. This is not a life-story show, this is the story of moments and emotions that make these people a Hero, a hero who lives “Dil Se”.
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