MUMBAI: For Holi, 104.8 ISHQ FM, India’s only romantic radio station, launched a two weeklong campaign ‘Ishq Ke Rang’ across Delhi, Mumbai & Kolkata. Love comes in all shapes, sizes and at times colours as well – be it the red of passion or the white of innocence. ‘Ishq ke Rang’ celebrates the different colours love makes us feel.

‘Ishq Ke Rang’ will feature different love stories on-air and digitally in the build up to Holi. From an acid attack victim finding & marrying the love of her life to overcoming homophobia, each story will add a different colour to the palette of love. The stories are being featured on-air in the morning drive time shows.

In addition to the different love stories, the station has added ‘Ishq ke Rang’ as a theme to the days programming through its sparklers ‘Dedh Ishqiya’ – a collection of short love stories and the humorous ‘What is Love? Ft. Kavi Kishan’.

Commenting on the campaign, Rajat Uppal, National Marketing Head, 104.8 ISHQ FM said “Holi being the festival of colours and love being associated with different colours as well gave us the idea of a campaign blending the two to come up with a content campaign which features different love stories. We at Ishq feel that our listeners will love the stories and most will relate to them. ”