Radio City Launches Patriotic Campaign "Radio City Siachen Se"

With a wholehearted effort to create a patriotic and memorable experience, Radio City, India’s leading radio network, took pride in proclaiming its latest Independence Day campaign, "Radio City Siachen Se." This year, the radio channel marked the 78th Independence Day with a unique celebration from the world's highest battleground, Siachen Glacier. From July 25 to August 15, 2024, their renowned RJs boarded on an extraordinary voyage, aiming to express solidarity with the brave soldiers stationed at this remote and challenging location.

The initiative ignited a sense of national pride and honour among their listeners and viewers, reflecting the true spirit of Independence Day. An RJ squad from six different cities travelled to capture this momentous journey, including RJ Salil from Mumbai, RJ Aadi from Delhi, RJ Munna from Chennai, RJ Raashi from Lucknow, RJ Harshil from Ahmedabad, and RJ Sumit from Pune. During this expedition, the team visited the OP Baba Mandir, the Siachen War Memorial, and participated in a trek over the Siachen Glacier with the IMF and Oxbow Explore team.

The OP Baba Mandir, built in honour of Om Prakash, an artillery soldier who disappeared after bravely defending his post, stood as a symbol of faith and protection for troops on the glacier. The Siachen War Memorial paid tribute to the soldiers who sacrificed their lives in this harsh terrain. The trek, organized and conceptualized by Oxbow Explore, aimed to strengthen the bond between citizens and soldiers, celebrating Independence Day in one of the toughest terrains.

From fitness preparations and health check-ups to meticulous gear selection and training sessions, Radio City's team left no stone unturned. They focused on personal stories, sacrifices, and daily challenges of the soldiers stationed at Siachen to craft a narrative that resonated deeply with the audience. As part of the plan, the RJs documented their experiences through reels and posts, capturing the preparation, challenges encountered, and inspiring interactions with soldiers. This offered viewers an exclusive glimpse into life at Siachen, showcasing the battleground’s strategic significance and the defenders' unwavering spirit, while boosting Radio City's brand recall and audience engagement.

Commenting on the initiative, Ashit Kukian, CEO of Radio City, said, "At Radio City, we believe in creating content that not only entertains but also imbibes with the core values of our listeners. 'Radio City Siachen Se' was our tribute to the brave hearts of the Indian Army who stood guard at the world's highest battlefield. Through this campaign, we aimed to bring their stories of courage and dedication to the forefront, inspiring our listeners to feel a deep sense of pride and honor for our soldiers. This Independence Day, we invited everyone to join us in celebrating the spirit of India from Siachen."

Commenting on the initiative, Manissha Dutta, Founder & COO- Explorations at Oxbow Explore, said, "As the organizer and conceptualizer of the Siachen Glacier trek, Oxbow's vision is to strengthen the bond between citizens and our brave soldiers by celebrating Independence Day in the heart of one of the toughest terrains. With Radio City broadcasting from Siachen for the first time, our radio jockeys had the unique opportunity to experience the challenges our soldiers face daily. Their time at the glacier not only amplified the spirit of this initiative but also deepened our appreciation for the resilience and dedication of our armed forces."

In partnership with Radio City, Federal Bank played a crucial role in making this campaign possible, supporting the RJs' journey and the documentation of soldiers' stories. Their involvement illustrated their dedication to celebrating national pride and honoring the sacrifices made by the Indian Army.

Commenting on the campaign, MVS Murthy, CMO of Federal Bank, said, "At Federal Bank, we are deeply honored to be part of the 'Radio City Siachen Se' initiative. This campaign not only highlights the extraordinary bravery and sacrifices of our soldiers but also rings true with our core values of dedication, service, and national pride. We believe in supporting initiatives that strengthen the bond between citizens and the armed forces. These get stronger when shared in person. This journey to Siachen by the RJs is a testimony to that promise on our behalf."

The campaign culminated on August 15 with the ceremonial hoisting of the Indian flag. This event was documented in a special video titled ‘Radio City Siachen Se,’ capturing the significance of the journey. The campaign was then broadcasted nationwide and featured a special segment on Jio TV, along with digital posts. Tune in to Radio City and follow our social media channels for exclusive updates and heartwarming stories.

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