Cricket-crazy Mumbaikars now have an opportunity to cheer their home team, Mumbai Indians, and support their bid to become champions in the current edition of the IPL, by participating in a unique on-air campaign. Called Mumbai Hoga Ek, this initiative is designed by Fever 104 FM, official radio partners of the Mumbai Indians in IPL season IV. The initiative aims to bring the entire city together, asking them to set aside their different cultures and backgrounds, and support their home team especially Master Blaster Sachin Tendulkar, who recently won them the CricketWorld Cup.
The initiative was designed keeping in line with the team’s philosophy, Play Like One. S Keerthivasan, business head, Fever 104 FM, says, “Cricket is truly a religion in India. Keeping the sentiments of our listeners in mind, we have some innovative programming to help bring the heroes closer to their fans in Mumbai in true Mumbai ishtyle.”
To aid this endeavour, the radio station has come up with exciting new content including a show that brings all the station’s RJs together every time Mumbai Indians take on their opponents. That apart, the station currently also has average Mumbaikars profiling the team’s new entrants like Rohit Sharma, Munaf Patel and Andrew Symmonds, thereby familiarising the home team to its fans. There are also cricketer interviews and post-match analysis available on the channel.
Listeners too are encouraged to be a part of the team by expressing their opinions on the team, performance and encourage their favourite player. Fans can also win freebies like stadium tickets and exclusive range of merchandise. Keerthivasan says “At Fever 104, we always present the game in a unique way, packed with entertainment, and we promise the same to our listeners in Mumbai this year too.”