Mumbai: In the spirit of giving this Diwali, Radio City has launched its “Diwali Pe, Jagah Bana” campaign in partnership with ReCircle, a clean-tech enterprise focused on innovative waste management and sustainability.
The campaign invites Mumbai residents to declutter their homes by donating unused items such as clothes, shoes, toys, and electronics, supporting those in need. ReCircle’s ambitious 40K Challenge aims to collect and divert 40,000 kgs of dry waste from landfills and oceans, addressing the significant waste surge during the festive season. This initiative aligns perfectly with the Diwali tradition of cleaning and brings both social and environmental benefits.
As a socially responsible brand, Radio City seeks to promote community engagement through this initiative. Targeting families and individuals in Mumbai preparing for Diwali, the campaign’s message is straightforward yet impactful: “Declutter your home and fill someone’s heart.” A special event featured Divya Agarwal endorsing the initiative at WTF, Versova on October 23.
Anurita Patel, National Head of Programming at Radio City, stated, “At Radio City, we believe in leveraging our platform for meaningful causes. This Diwali, we’re not just celebrating a festival; we’re inviting listeners to make a positive impact. Our partnership with ReCircle transforms excess into essentials for those in need. Our message is simple: Aapka ‘extra’ kisi ke liye ‘special’ ban sakta hai. Iss Diwali sirf ghar mein nahi, dil mein bhi jagah banao.”
Nikki Gupta, Marketing & Business Advisor at ReCircle, shared insights about the drive: “Since our inception, dry waste collection drives have been central to our mission. We started with about 5,000 kgs in 2021, and this year, our goal is to collect 40,000 kgs of dry waste—equivalent to 235,294 iPhones—across Mumbai from October 14-27, 2024. The funds generated will support our partner NGO, St. Catherine School of Siena and Orphanage, to empower underprivileged children.”
Radio City’s commitment to social initiatives extends beyond this campaign, having previously engaged in tree plantation drives, road safety awareness campaigns, and support for underprivileged children, reinforcing the brand’s dedication to addressing critical social issues.
Divya Agarwal expressed her excitement about participating in the initiative, saying, “Cleanliness is next to Godliness. Diwali is a time for celebration and togetherness, and what better way to spread joy than by giving to those in need? I’m thrilled to be part of this meaningful campaign with Radio City and ReCircle. Decluttering our homes isn’t just about making space—it’s about sharing what we have with those who need it the most.”
The collection drive will run until October 27, aiming to engage households, societies, schools, colleges, and offices across Mumbai. Radio City will promote the campaign through on-air promos, RJ mentions, and social media outreach. Selected areas will feature the channel’s team collecting donations, engaging listeners with games and contests, and capturing highlights digitally. Participation is easy via a dedicated microsite or by WhatsApp at 9512019191.
As a token of appreciation, participants will receive special certificates and mementos for their contributions, because every act of giving deserves recognition. Together, let’s spread joy, reduce waste, and make this Diwali even brighter!
For contributions, WhatsApp 9512019191 or visit ReCircle’s Diwali Campaign.
