MUMBAI: Although not in a big way, but the entertainment industry channels have started doing their bit for society. Radio also has adopted the do-gooders stance as well.
For second year in a row the Radio City plans to host 'Gift a Toy, Spread Some Joy' campaign in association with non-governmental organization (NGO) Pratham. The radio station plans to make a very special Diwali for the underprivileged kids of Mumbai, Delhi and Lucknow.
Radio City through the collection centres in Mumbai, Delhi and Lucknow will collect old and new toys for the underprivileged children from October 16 to October 22, says a company release. These toys will be then sent to Pratham, to be distributed to various orphanages and NGOs.
Last year, Radio City helped distributed over 10, 000 toys to underprivileged kids all over Mumbai.
Both the television and the radio are predominated by entertainment content, the attempts although far less and far between are a welcome change. While MTV has been championing for Aids cause for about five-six years now, Sony Entertainment's has recently launched Shiksha campaign, wherein the channel has joined hands with Proctor and Gamble to offers parents a chance to finance the children's higher education. The channel has also on occasions joined hands with the NGO Child Relief and You (CRY) or the NGO Akanksha. While Kyunkii… Star Plus' soap had on an occasion weaved in child care in its script, the ads about child education are a constant feature.
Coming back to Radio City, the FM channel has organised collection points for Mumbai citizens to donate their toys at Akbarallys (Chembur, Fort), Globus (Bandra), Vijay Sales (Mahim, Shivaji Park, Borivali, Sion, Andheri, Goregaon, Opera House, Prabhadevi), Big Bazaar (Lower Parel) and Esselworld.
Delhiites can donate their toys at Ebony (South Extension, Noida, Rajouri Garden, Faridabad), Clown Town ( Karol Bagh and Rajouri Garden) and Media Toys ( Ansal Plaza, Karol Bagh, Rajouri Gardens, Noida) and Lucknow resident can contribute at Radhey Lal Sweets (Sapru Marg), Cubes (Tej Kumar Plaza Hazrat Ganj), In Fashion (Opp Lekraj Market), Namaskar in Style (Kanpur Road) and Chhappan Bhog (Apna Bazar, Sadar). These toys will be donated to the kids on Diwali day to help brighten their Diwali.
According to Pratham director Madhav Chavan, "Diwali is a festival of lights and what could be better than associating ourselves with Radio City 91 FM as they are highly committed to this noble cause. This is for the second time Radio City 91 FM and Pratham have come together in distributing toys to the underprivileged kids and bringing smiles to the innocent faces. Diwali is indeed meant to spread joy and this can be done by donating generously".
Radio City COO Sumantra Dutta says, "It is our pleasure to make the festival of lights a very special one for the underprivileged children. Last year with help of 'Pratham' we collected over 10,000 toys. The toys found their way to orphanages, remand homes and over 473 'Balwadis' in Mumbai that support children who are otherwise likely to be deprived of even basic education."
The "Gift A Toy, Spread Some Joy" campaign will be held simultaneously in Delhi and Lucknow.
