MUMBAI: Aiming to promote the act of kindness and love in large cities, Radio One has initiated a special 'Have a Heart' campaign with actor Boman Irani. The campaign will commence on 6 March on its international stations in Mumbai and Delhi.

The campaign is a drive to promote 'good' in an environment that is slowly turning 'bad' especially in the large cities. Irani will feature on the stations across day parts, giving suggestions that listeners can use in their daily lives to show that they 'have a heart'. In turn, he will also interact with listeners and offer them advice on leading a good life.

Radio One Pvt Ltd national programming head Anil Machado said, "We found listeners complaining of so much negativity in their cities and also in a state of dilemma of how they can contribute. Our 'Have a Heart' initiative is a dialogue with our listener at three levels. What can a person do to bring back 'good' into his own life, bring back the good in their loved ones lives and the good you can do for your own city. We are excited to move our stations to the next level of engagement and involvement."

Apart from that, the in-house band of the network has created a special song titled 'Have a Heart', to get the listeners more involved and engaged. The song has been playing on the stations and has garnered positive response all along.

"The song has received tremendous response from listeners who on hearing the lyrics felt that there was a need to look inward and realize that a change of heart is badly needed. Its chorus 'have a heart, make a start, don't hesitate to play your part has resonated extremely well with listeners," added Machado.

Radio One national sales head Saurabh Sehgal said, "Our well profiled and educated audience continues to find favour with clients looking to involve and engage this audience with unique initiatives. We are grateful to clients and agencies for supporting this 'much needed' initiative."