Radio City launches a public service campaign ‘Piche Wale Babu Helmet Laga Lo’ in-line with the new law by Mumbai Traffic Police

• Through the campaign, Radio City urges pillion bike riders to adhere to the rule and wear a helmet
• To support the cause, Radio City RJs distributed helmets on busy streets as a collaborative initiative with Mumbai Traffic Police

 

 India, 30^th June, 2022: Radio City, India’s leading radio network, geared itself to promote road safety awareness through its thought-provoking public service campaign “PICHE WALE BABU HELMET LAGA LO”. With new traffic laws in place, Radio City Mumbai has put forth a brilliant initiative to support the Mumbai Traffic Police in urging pillion bike riders to wear a helmet.

As an endeavor to enhance road safety awareness and propagate the new rule, Radio City RJs including RJ Salil, RJ Archana, RJ Karan & RJ Palak conducted an on-ground activity in Mumbai suburb. The RJs along with Mumbai traffic cops were seen distributing helmets among pillion riders at Carter Road, Bandra on the first day of rule implementation. As an added incentive, influencer Sanaya Pithawalla was also present to show her support towards the cause. Through their respective on-air show, all Mumbai Radio City RJs have been advising their listeners to be responsible and abide by the rule of wearing a helmet whenever on a two-wheeler. Mumbai Traffic Police DCP Raj Tilak Roushan as well as Bollywood celebrities including Shilpa Shetty Kundra, Nushrratt Bharuccha, Rajpal Yadav, Jaideep Ahlawat and many others have lauded Radio City for their initiative and efforts.

Commenting on the campaign, Mr. Kartik Kalla, Chief Creative Officer, Radio City said, “Radio City understands the pulse of the city and as Mumbai Traffic Police ruled out a new law making it mandatory for the pillion rider to wear a helmet, we instantly sought to associate with the cause and showcase our support. For the campaign Piche Wale Babu Helmet Laga Lo, Radio City collaborated with the Mumbai Traffic Police to urge citizens to abide by the law and encourage the rider as well as pillion to wear a helmet. Our RJs distributed helmets to the pillion riders to boost awareness about the importance of taking safety precautions on the road. Through such social cause campaigns, our endeavor is to enhance the lives of our listeners and support a larger cause.”

Radio City set up this campaign in virtue of the circular passed by the Mumbai Traffic Police which stated that pillion bike riders without helmets will face action of Rs. 500/- with a driving license suspension for a period of three months. As Radio City believes in safeguarding the interest of its listeners, the radio station has been playing intriguing promos on-air as well as promoting the campaign on their social media handles. The course of action will culminate with a parody song and a fun video for digital awareness.provoking campaign- “PICHE WALE BABU HELMET LAGA LO!”

About Radio City:

Radio City, a part of Music Broadcast Limited (MBL) is a subsidiary of Jagran Prakashan Ltd. Being the first FM radio broadcaster in India and with over 20 years of expertise in the radio industry, Radio City has consistently been the number one radio station in Bengaluru and Mumbai with 25.0% and 14.7% average listenership share respectively. (Source: RAM Data, TG: 12+ Period: Week 1, 2013 to Week 08, 2022). Radio City Delhi ranks #3 with 12.1% average listenership share (Source: RAM Data, TG: 12+ Period: Week 1, 2019 to Week 08, 2022).

Music Broadcast Limited currently has 39 stations across 12 states, comprising 62% of the country’s FM population. Radio City reaches out to over 69 million listeners in 34 cities covered by AZ Research 2019 (Source: AZ Research Report). The network provides terrestrial programming along with 17 other web-stations, through its digital interface, www.radiocity.in

Radio City has spearheaded the evolution of FM radio by offering content that is unique, path-breaking and invokes city passion amongst listeners with its brand philosophy of “Rag Rag Mein Daude City”. The network introduced humour and the concept of agony aunt on radio with Babber Sher and Love Guru respectively. It also initiated Radio City Freedom Awards, a platform to recognize independent music and provided a launch pad to budding singers with Radio City Super Singer, the first singing talent hunt on radio.

Radio City bagged 85 awards across national and international platforms like Golden Mikes, India Radio Forum, New York awards, ACEF awards etc. in the recent past. Radio City has consistently featured for the 7th time in ‘India’s Best Companies to Work For’ study conducted by Great Place to Work Institute. Radio City has also been recognized in ‘India’s Best Workplaces for Women – 2019’ and has ranked amongst the Top 75 organizations on the list. In 2020, Radio City ranked 4th in ‘Best Large Workplaces in Asia’, according to the GPTW survey.