Mumbai: RED FM, India’s leading FM radio network has joined hands with Arjun Kapoor to amplify Arjun’s first digital campaign ‘Bend The Gender’. This campaign celebrates people who have dedicated their lives to support the dreams and ambitions of their partners and families.
Nisha Narayanan COO RED FM said, “It feels great that the Men in general are taking up initiatives like these. Equality should not only be restricted to the four walls of your home but even at your workplace. Gender equality as a subject is close to my heart and it’s the need of the hour. As a radio station we have strived to support the causes which provoke mind sets with a social message.”
‘Bend the gender’, the unique initiative was initially launched as a social media campaign on the second-year anniversary of ‘Ki and Ka’. It aims to recognize individuals who have acted as a pillar of support to help with the career/education of their partners and families. These include real life stories; for instance, how in an orthodox family a husband stood by his wife to ensure she completes her education. The initiative has now gained immense popularity and received thousands of entries by participants nationwide.
RED FM as a brand is known for various CSR campaigns in the past such as Bajao for A Cause wherein RED FM encouraged citizens to adopt abandoned and destitute kids. During last year Mumbai summers, the team undertook the initiative of Chaar Bottle Roz Ka where in the blistering heat RED FM team went on the roads to distribute water bottles and encouraged other people to do so. For Mumbai rains the Mumbai pothole and flooding issue was raised, with a fun, quirky rap song asking ‘Mumbai tula BMC var bharosa nai kay’ which went viral and became a cause for national debate.
As a part of ‘Bend The Gender’ Arjun Kapoor and RED FM’s RJ Malishka felicitated all the men of the society that have been a pillar of strength to women and have been a part of the social change.