Radio City, India’s leading radio network, concluded its recently launched activity #MissingFootpath. The drive aimed to make pedestrian zones that have been inaccessible due to illegal encroachment by hawkers, ongoing construction etc. Kar Mumbaikar has been one of Radio City’s flagship initiative for 2 years. The initiative highlights civic issues and helps find ways to redress the problems by collaborating with listeners and civic bodies. #MissingFootpath is the latest initiative executed successfully under the Kar Mumbaikar umbrella. This initiative aimed to make life convenient for pedestrians in Mumbai.
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The #MissingFootpath activity was kick-started on Radio City’s morning show Kasa Kai Mumbai. Hosted by RJ Salil and RJ Archana’s, the show airs Monday to Saturday, 7:00 am to 12:00 pm. Through the campaign, the duo urged Mumbaikars to share a picture of the missing footpaths in their respective areas on Radio City’s social media handles with #MissingFootpath. Post that RJ’s along with the Radio City team visited various areas. This is not it, they even connected with the local authorities to tackle the issue.
Within 2 weeks of the campaign, Radio City received an overwhelming response from Mumbaikars. Even the authorities have initiated the process to free Mumbaikars from the menace. A temporary footpath has been
constructed between BKC and MTNL junction in a week of intimation to the authority. Also, an illegal encroachment by hawkers was removed at the Goregaon film city road. The broken paver blocks on a footpath at Mahim were replaced by new paver blocks. This definitely has been a successful initiative by Radio City.
Radio City’s say
Commenting on the activity, Mr Kartik Kalla, Chief Creative Officer, Radio City, said, “Kar Mumbaikar has been one of the most powerful initiatives that have enabled us to strengthen our connect with Mumbai and its people. It is a drive we’ve undertaken since the last two years. The response we have received has been sky high. The success of our latest campaign #MissingFootpath is another testimony of the power of radio and the change this medium can bring in the lives of people. The collaborative efforts between us, our listeners, and authorities have continually ensured we solve civic and environmental issues, improve people’s lives, and make Mumbai city a better place to live in.”
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The campaign was executed through various activities under the Kar Mumbaikar umbrella. The remarkable activities include tree plantation initiatives, potholes filling, election awareness etc.