MUMBAI: No matter how many years go by, one thing in Mumbai never changes. The potholes on the roads during monsoons! And for the last four years, Red FM, India’s largest radio network, has been ‘celebrating’ these near-crater, slush filled potholes with the Red FM Pothole Utsav. With this satirical initiative, Red FM has been trying to bring attention to this seemingly inconvenient and dangerous issue and also to the administration’s apathy towards it.

RJ Malishka and RJ Rishi Kapoor picked the most horrendous potholes in the city as recommended by the listeners and organized a Pothole party at those locations to bring it to the notice of local authorities. Red FM listeners along with members of Sahas foundation were invited for this pothole party, wherein in true celebration style, they drew rangoli around the pothole to poke fun. One of the listeners had spotted large potholes in Madan Mohan Malviya road –Tardeo. Considering this, Red FM had invited the Corporator of D-Ward, Arun Dudhwadkar, for the pothole party to highlight this concern. Subsequently, Mr. Dudhwadkar has promised an RC road (concrete road) by October. RJ Malishka and RJ Rishi Kapoor have been cordially invited by the Corporator for the opening of the new road.

Commenting on the campaign, Red FM COO Nisha Narayanan said “Red FM has a long-standing relationship with the city of Mumbai and our listeners here. What concerns our listeners, concerns us; and we have to do something about it. Year after year, the plight of Mumbai roads during monsoons is an issue that hinders all our daily routines, and the Pothole Utsav has become Red FM’s constant endeavour to highlight the apathy, and the poor state of our roads in a very satirical manner.”

During the Year 2013 Red FM marked a satirical celebration named Pothole Utsav to highlight the ruthless condition of Mumbai roads during rains. Since then, every year the radio channel aims to make a relevant communication in a manner that stands out amid the general angst. In short, Pothole Utsav is Red FM’s way of expressing the anger, reinforce the local connect by taking up the issue of Potholes and amplifying it through tactical on-grounds like Pothole Party to shame responsible authorities.