Mumbai: On the occasion of Diwali, My FM initiated a unique campaign, “Ek Diya” aimed at bringing back vision to the visually impaired, the activity was executed across all the stations of My FM network in Maharashtra.
For this, My FM team identified one person in each city who was in need of the treatment. To raise funds, My FM RJs and team made diyas (lamp), painted and decorated them. They invited listeners, corporates, and schools, colleges to come and purchase diyas for any money they wished to donate in a touch point activity. The identified visually impaired people are now being treated through the funds collected.In a rare case, MyFM came across a visually impaired family in Aurangabad and all 4 members were treated free of cost.
Commenting on this unique initiative, Mr. Harrish Bhatia, CEO, My FM, said, “This activity strikes the right chord with our brand philosophy of spreading happiness and positivity, which pushes us to do bigger and better things for the entire community. With this initiative, a large number of people have associated with us and contributed whole heartedly. The entire amount is being used for the treatment of the people.”
Sharing his views on the activity, Mr. Viplov Gupte, Chief Programming Officer said,“We launched “Ek Diya’ as a brand activity in our newly launched stations in Maharashtra. Here our RJs and NGOs joined hands in painting Diyas and selling them to people. All the money collected is being used in getting one person per station treated. The intent is to gift them eye sight so that they can enjoy this beautiful festival of Diwali, watch the festivities with their own eyes.
People donated huge sums of money but the most encouraging response we received is from the listeners. To say the least, in Maharashtra, all doctors have waived off their fees for operation.