Radio City Launches ‘Diwali ka Saamaan Direct from Kisaan’ Initiative To Benefit Farmers

Mumbai (October 26, 2016): Radio City 91.1 FM has launched its social initiative ‘Diwali Ka Samaan Direct from Kisaan'. With this initiative, Radio City urges the listeners to buy the products from the farmers directly so that the farmer makes all the profits. Bollywood celebrities like Ajay Devgn, Ranbir Kapoor, Soha Ali Khan, Piyush Mishra, Kailash Kher, Ankit Tiwari, Badshah, Rannvijay and among others have pledged their support for this noble initiative and reached out to the listeners to support the same.

Through the initiative Diwali Ka Samaan Direct from Kisaan, Mumbaikars can directly purchase the products from the farmers by sending an SMS, calling the RJ’s and walking into the Radio City office on 28^th October 2016. Radio City provides a platform for the farmers by recognizing their efforts and giving them their due credit. Radio City has tied up with various NGO’s in Maharashtra who deal directly with farmers, who will be on air, sharing their stories and giving their product details.

Speaking about the initiative, Kartik Kalla, EVP & National Head – Programming, Marketing, AudaCITY, Radio City said, “Diwali is that time of the year when everyone is shopping, gifting and in a mood for celebrations. This year we intended to use the spirit of Diwali to bring a flicker of joy to the lives of the farmers of Maharashtra through this initiative ‘Diwali Ka Samaan Direct from Kisaan’. The initiative also aims to raise awareness about the grave issue faced by our farmers and gives listeners a chance to take action. After receiving support and motivation from the Chief Minister of Maharashtra Mr. Devendra Fadnavis and many Bollywood celebrities has taken this initiative to the next level. The conscious effort by us to redefine actions taken to help famers by giving them their work’s worth rather than as charity is the finest part of this initiative.”

Chief Minister of Maharashtra, Devendra Fadnavis extended his support for the initiative and said, “Radio City’s ‘Diwali Ka Samaan Direct from Kisaan’ is a remarkable initiative in its own way.  Radio City is not just entertaining the listeners but is also working for the society and fulfilling its social responsibility. Radio City will be bestowed with blessings not only from farmers but also from the consumers and I personally congratulate the entire team for this noble initiative”