MUMBAI: Radio City, India’s leading radio network, initiated the - Ek Kapda Abhiyan campaign in Lucknow with the aim to spread warmth and extend a hand of support to the underprivileged to fight bitter cold this winter. A 15-day-long, on-air campaign, which was launched on 10 December, 2018, urges the listeners to donate winter clothes, blankets and quilts for those living on the streets, who cannot afford to buy winter supplies in Uttar Pradesh. Radio City has been a forerunner in giving back to the society and building a culture of unity and love. With initiatives like Ek Kapda Abhiyan, the aim is to invoke the feeling of empathy amongst the citizens and harmoniously resolve the issues that plague our society.

Radio City partnered with Ummeed Sanstha, an NGO in Lucknow to facilitate the distribution of the donated clothes. The campaign is also being replicated in 5 other cities including Agra, Bareilly, Kanpur, Gorakhpur and Varanasi. The activity has garnered an overwhelming response from the listeners as well as digitally on the Twitterverse, with a reach of 2,83,980 in just couple of hours. The activity is promoted across social media platforms using #EkKapdaAbhiyan to reach out to a larger audience.

As 2018 draws to an end, the idea of the campaign was to spread the message of love, care and ‘giving’ amongst the society and end the year on a positive note.  Uttar Pradesh being one of the prominent markets of India, Radio City through this activity strives to contribute its bit to the society by helping the needy in this chilly winter. The campaign resonates deeply with Radio City’s brand philosophy of - Rag Rag Mein Daude City and brings out the essence and spirit of Lucknow through this initiative.

If you are in Lucknow and would like to extend your support to Radio City, you can Whatsapp ‘Kapda’ with your name to 7052911911 and make your contribution to the cause.