The objective of this spontaneous eruption was to break the monotony with an activity that was synonymous with the spontaneity of ‘Jiyo Dil Se' and the impulsive spirit of letting loose and living life to the fullest. The listeners were treated to the sight of their favourite RJs getting down with the masses on a special musical composition with the station jingle. This activity played an instrumental role in boosting the brand connect.
Expressing his satisfaction with the initiative, Harrish M. Bhatia, CEO, 94.3 MY FM said: "This is a relatively new concept across cities where we are present, and it was an opportunity to delight our customers. We tapped it at the right time. I am glad that the response was as we had anticipated and it's great to see that we struck the right chord."
The activity was carried out at peaks hours across touch points like Chandigarh's Sec 17 market, Pink Square Mall in Jaipur, DB Mall in Bhopal, and Empress Mall in Nagpur, which are bustling with activity and footfalls, thus ensuring that the activity was not just a flash in the pan but one of the biggest organized by a radio channel in a few of these cities.
The event was covered in publications and on TV channels. The videos of the flash mob have also been uploaded onto the station's YouTube channel.