MUMBAI: In an effort to bring a greater essence to the wonderful celebration of Holi, 94.3 MY FM has brought out a special initiative called �Tilak Holi' aimed at sensitising people towards the true essence of the festival of colours and water conservation. 94.3 MY FM has also developed some special programmes to promote the initiative while making this Holi a fun-filled affair for its listeners.

Partnering with the police force in each city, 94.3 MY FM has involved the local policemen in the initiative and will give them dry �gulal' to play Tilak Holi and urging the people to join them spreading awareness on the campaign. MY FM RJ's will also be on the streets to greet people and put Tilak on them along with the Policemen. MY FM's OB team will go to local hangouts, residential colonies, colonies and malls etc. to promote the campaign.

To add to the fun, My FM is running two other initiatives parallel to the Tilak Holi programme—the �Sirf Tilak Holi' Oath and a contest rewarding the cleanest, driest person on Holi. The oath-taking initiative went on-air over the weekend and is also being promoted through OB links where listeners have been pledging to conserve water and play �Tilak Holi' this year. The entire team of MY FM including RJs, producers and station-heads have also taken the oath which is being aired on 94.3 MY FM. In a sign of tremendous support, listeners have flooded 94.3 MY FM with calls and SMSes pledging their support to the programme.

The quirky Cleanest, Driest Person on Holi contest challenges listeners to walk into any MY FM station without being coloured on Holi and walk away with special prizes. The winners will also get a chance to go on air and talk about their �colourless coup' to reach the station.

The special celebrations in MY FM cities are being conducted as part of Dainik Bhaskar's CSR initiative for water conservation. 94.3 MY FM was also the radio partner of Dainik Bhaskar's �Dry Ideas' Contest. Every year under the contest advertising agencies are invited to send a Hindi advertisement persuading people to celebrate Dry Holi. This year the award has been bagged by JWT in the Radio category.

Speaking about the initiatives, 94.3 MY FM's Chief Operating Office, Mr. Harrish M Bhatia said, My FM believes in meaningful entertainment. Radio is a powerful medium to peddle meaningful messages and increase awareness among the public regarding important social concerns. Tilak Holi concept was developed with the aim to make Holi a meaningful yet purely fun festival  Water conservation is a major environmental issue and is an important part of the CSR activities of the Dainik Bhaskar Group. We wanted to involve MY FM listeners in this special initiative of ours. We have received excellent response from our audience and are sure of their continued support to all our meaningful initiatives in future as well....