Radio City's Fund Raiser Initiative 'Dabbewale ka Dabba Bharo' A Ray of Hope to the Dabbawalas in Lockdown

Published: Jun 30, 2020, 14:14 IST | Partnered Content | Mumbai

Through the fund raiser initiative, Radio City Collected and Handed over Rs 21 lakhs to the Mumbai Dabbawala Association

Amidst the Covid-19 worldwide pandemic and lockdown, a lot of people are finding it difficult to make both ends meet. Amongst them are Mumbai’s Dabbawalas, who have always ensured that a delicious, warm, home-cooked meal reaches us in time every single day, today are battling to have a meal on their own plates. Radio City, India’s leading radio network, launched a fundraiser initiative, Dabbewale ka Dabba Bharo to urge Mumbaikars, to come forward and contribute towards the initiative. Various celebrities, digital influencers like Amrita Rao, Sahil Khan, Rohit Roy, Aditi Singh Sharma, Abhijeet Sawant, Madhushree, Mumbai foodie, etc have lent their support to the campaign.

Radio City in Mumbai, started the fundraiser initiative in April, where all  RJ’s across their shows have been sharing the current state of Dabbawala’s, wherein more than 5 thousand Dabbawalas across Mumbai are finding it difficult to feed their families since the lockdown was announced. There has been an overwhelming response from the citizens with help pouring in and Rs 21 lakh have been collected and handed over to the Mumbai Dabbawala Association.

To garner a wider reach and raise more funds, Radio City created a video that has been promoted across Radio City’s social media handles. Radio City has always been at the forefront to help the city and its citizens through various initiatives like these and spread a wave of positivity.

About Radio City:            

Radio City, a part of Music Broadcast Limited (MBL) is a subsidiary of Jagran Prakashan Ltd. Being the first FM radio broadcaster in India and with over 18 years of expertise in the radio industry, Radio City has consistently been the number one radio station in Bengaluru and Mumbai with 24.5% and 15.4% average listenership share respectively. (Source: RAM Data, TG: 12+ Period: Week 1, 2013 to Week 11, 2020). Radio City Delhi ranks #2 with 13.5% average listenership share (Source: RAM Data, TG: 12+ Period: Week 1, 2019 to Week 11, 2020).

Music Broadcast Limited currently has 39 stations across 12 states, comprising 62% of the country’s FM population. Radio City reaches out to over 69 million listeners in 34 cities covered by AZ Research 2019 (Source: AZ Research Report). The network provides terrestrial programming along with 17 other web-stations, through its digital interface, www.radiocity.in. 

Radio City has spearheaded the evolution of FM radio by offering content that is unique, path-breaking, and invokes city passion amongst listeners with its brand philosophy of “Rag Rag Mein Daude City”. The network introduced humour and the concept of agony aunt on the radio with Babber Sher and Love Guru respectively. It also initiated Radio City Freedom Awards, a platform to recognize independent music and provided a launchpad to budding singers with Radio City Super Singer, the first singing talent hunt on the radio.

Radio City bagged 85 awards across national and international platforms like Golden Mikes, India Radio Forum, New York awards, ACEF awards, etc. in FY 2019-2020. Radio City has consistently featured for the 7th time in ‘India’s Best Companies to Work For’ study conducted by Great Place to Work Institute. Radio City has also been recognized in ‘India’s Best Workplaces for Women – 2019’ and has ranked amongst the Top 75 organizations on the list. In 2020, Radio City ranked 4th in ‘Best Large Workplaces in Asia’, according to the GPTW survey. 

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