Mumbai: MY FM, the flagship radio brand of the Dainik Bhaskar Group, has successfully launched the third season of Haritwari, its unique green pilgrimage initiative, across nine key markets in Maharashtra. Celebrating the revered Wari tradition—a 260 km spiritual journey from Alandi to Pandharpur in honour of Lord Vitthal—MY FM’s campaign seamlessly combined cultural reverence with environmental responsibility.
As part of Haritwari, MY FM RJs Shraddha and Amrut walked alongside warkaris, placing seed balls along the pilgrimage route and conducting over 90 seed ball-making workshops across schools and residential societies. The on-ground campaign recorded a remarkable footfall of over 22,000 people and achieved a digital reach of over 1 million.
“Haritwari is more than a walk of faith – it’s a journey of purpose. As the Presenting Partner, Paragon joins hands with MY FM to blend devotion with action through an initiative that mirrors our belief in Zidd Chalte Rehne Ki. For Paragon, it’s not just about moving forward – it’s about making every step count. The initiative reflects Paragon’s long-standing commitment to social and environmental responsibility while deepening its connection with local communities across Maharashtra,” said Sachin Joseph, Executive Vice President – Marketing & IT at Paragon Footwear.
Paragon Footwear came onboard as the Presenting Sponsor for this season. With Haritwari, MY FM continues to strengthen its positioning as a purpose-led media platform that celebrates cultural identity while driving meaningful social impact.
