MUMBAI: Bollywood celebs have always supported various initiatives and actress Vidya Balan is no stranger to the concept. However, when a medium like radio and personality like Vidya Balan come together to highlight the lives of a modern urban woman in India, one has to lend their ears. Radio One has taken an initiative to use a personality like Balan for its new initiative ‘#Superwoman.’

After the success of #YouthStars with Hrithik Roshan, Radio One initiated ‘#Superwoman,’ which will again run in all seven cities namely Mumbai, Delhi, Bangalore, Pune, Kolkata, Ahmedabad and Chennai. It will be aired for three hours throughout the day for six weeks.

“We have roped in Vidya Balan to tell the stories of today’s Superwomen and the various roles they play. The show will talk about women in India who hold multiple roles like of a professional, wife, mother, sister and friend among others, which makes women Superhero,” said Radio One chief programming officer Anil Machado.

Balan added, “I would like to represent the super woman that resides in every woman. A woman who is aware of her power and strength, a woman who constantly celebrates the power of being a woman.”

Recently, Nihar Naturals released a music video featuring Balan and four top TV stars of Bengal, to eliminate this bias towards women.

Commenting on Balan and Radio One association, Machado added, “She is a perfect fit for the initiative. As she had a fantastic journey, from starring on a TV show to taking up women centric roles in Bollywood films. She symbolises women empowerment in all sense.”

Men are outnumbered in Machado’s small programming team and women in his team were actively involved in building the concept. “I believe that women should be empowered and if they are empowered the country will have a strong future in the times to come. An educated woman illuminates the life of anyone around them,” Machado said.

Speaking about the radio station’s association with celebrities, Machado said, “As long as synergies meet, we will continue to initiate such properties with Bollywood actors/actress.”

The property will culminate with special ‘#SuperWoman Awards’ in each of the seven Radio One cities where listeners will choose women who have made a difference to that city. The property will be pushed through social media, which will sync with their on-air programming.

“With unparalleled on air and online synergy, we are confident that this initiative will soon set new benchmarks in listener engagement using real life inspiration,” said Radio One MD and CEO Vineet Singh Hukmani.

Recently, the network decided to play only Bollywood music in their Chennai station as there is no station in Chennai playing Bollywood. However, the station is still focusing on local content. Commenting on the response, Machado said, “Listeners are enjoying variety, which Radio One started for the first time.”

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