Radio City , IDEA Cellular launch ‘Use Mobile, Save Paper’ campaign

Mumbai: Radio City 91.1 FM, India’s leading FM brand partners with IDEA Cellular for their innovative environment campaign, ‘Use Mobile, Save Paper’. In a joint endeavor between IDEA Cellular and Radio City, the FM station will convey to its listeners the effective usage of different mobile phone applications which can help in saving paper.

Radio City has designed listener engagement programmes which will promote IDEA’s ‘Use Mobile, Save Paper’ campaign, through a national initiative on air, and also through on ground activities over a period of 3 weeks. The Radio City RJ’s will encourage citizens to use mobiles effectively to save paper in office and in the corporate environment, as well as in other day-to-day activities. They will give out information like stock and sports update, movie reviews and city happenings through the ‘M newspaper’ i.e. through their mobiles and educate listeners on how one can save paper. As a culmination of the activity, Radio City RJ’s will also visit homes of listener’s and gift them saplings as a crucial step in making the planet green.

Commenting on this initiative, Apurva Purohit, CEO Radio City says, “The planet is losing its green at a very fast pace. Going green is the basic solution to combat hazards of Global Warming. Partnering with IDEA Cellular’s ‘Use Mobile, Save Paper’ campaign, we will convey the message to our listeners on how one can save paper and thereby save trees. Through this Radio City strongly withholds the seriousness of environment conservation, encouraging citizens to unite to make our planet a better place.”

Mr. Pradeep Shrivastava, Chief Marketing Officer, IDEA Cellular, says “The new initiative on Radio, is an extension of our 360 degree campaign to promote the message of ‘Use Mobile, Save Paper’. It is designed to connect us with a large base of mobile users, especially the youth, and get them to use mobile phone applications more judiciously in their day-to-day activities, to save paper.”

World over, millions of trees get cut everyday to produce paper, leading to an alarming rate of deforestation. One simple idea to save paper is to efficiently use the mobile phone for a larger number of day to day communication. The IDEA campaign showcases how mobile phones can be used as an efficient tool to read daily newspapers, generate e-bills, make payments and transactions, issue e-tickets and boarding passes; thereby saving tonnes of paper everyday.

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