MUMBAI: Taking the age-old festival of Raksha Bandhan to a new and meaningful level, 94.3 My FM utilised the �thread' that binds brothers to sisters as their protectors, to disseminate powerful social messages. All the 17 stations of MY FM unveiled the �Khaki ko Rakhi' drive a day before Raksha Bandhan and on the day of Raksha Bandhan morning girls tied Rakhi on the wrists of the policemen to remind them of their duties—that of protectors of the weak and the helpless—in this instance girls who are vulnerable to anti-social elements and social biases and practices. After announcing the unique concept in the morning show, My FM RJs accompanied young girls from an orphanage to tie rakhi on policemen's wrists.
In Punjab, where the state is grappling with the rising incidence of female foeticide and where the male-female ratio is a shaming, My FM utilised the Raksha Bandhan concept to drive home the powerful social message against female foeticide. On Rakhi morning yesterday, all male RJs of MY FM tied the rakhi on the policemen's wrists with the intention of spreading awareness amongst them regarding this serious issue with the message to �Stop Female Foeticide'.
During other popular shows, RJs invited all aggrieved girls harassed by roadside Romeos of the city to call them. MY FM RJs then officially announced the name of the particular Romeos on air and declared them �Bhaiyas' of the girls.
Commenting on this innovative social initiative, 94.3 MY FM's Chief Operating Officer, Mr. Harrish M Bhatia says Radio is a powerful medium for social messaging. On the occasion of Raksha Bandhan, we decide to use our services to throw light on the social evils prevalent in society against our womenfolk. Security of girls is a paramount concern and we want the men in khaki to realise their responsibilities towards the girls....