MUMBAI: Keeping its spirit of surprising the listeners and celebrating occasions in an innovative manner, 94.3 MY FM is celebrating'Holi' in its true essence.

All 94.3 MY FM stations are sensitizing listeners about water wastage and contamination during the festival of Holi. The programming content is aimed at spreading awareness about water shortage. RJ's are encouraging listeners to enjoy Holi with natural colors or'gulal' and thus prevent water wastage and pollution. To make the day full of fun and humor, as the flavour of the occasion,'Basanti' from Sholay would give funny tips on how to clean one self up after playing Holi.

94.3 MY FM, which is a subsidiary company of the Bhaskar Group, was also the radio partner of the'Dry Ideas contest'. An initiative which saw advertising agencies creatively communicating the water wastage involved to win Rs. 50,000 cash. The contest, in its third year received more than 350 entries.

Says Harrish M. Bhatia, Business Head, 94.3 MY FM, "Holi is the favorite festival of listeners, especially in our 7 states. The colors, the mood, the vibrancy of the festival, are the true reflection of our markets. It is our endeavor to make listeners enjoy Holi in its pure essence. 17 cities across 7 states will play the true Holi this year'"