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Radio City Collaborates with ReCircle’s Diwali Waste Collection Drive in Mumbai; Aims to Collect 40,000 kgs of Dry Waste Radio City and ReCircle Launch ‘Diwali Pe, Jagah Bana’ campaign—donate your dry waste (#PuranaSaman) and uplift lives! India, 25th October 2024: In the ‘spirit’ of ‘giving’ this Diwali, Radio City is excited to announce the launch of its “Diwali Pe, Jagah Bana” campaign in partnership with ReCircle, the clean-tech enterprise promoting innovative waste management and circularity. The campaign encourages people to declutter their homes by donating unused items like clothes, shoes, toys, and electronics to those in need. As part of this, ReCircle has launched its 40K challenge in Mumbai, aiming to collect and divert 40,000 kgs of dry waste away from landfills and oceans; one of the largest initiatives in Mumbai that help tackle the surge in waste during the festive season. This initiative aligns with Diwali’s tradition of cleaning, while making a positive social and environmental impact. Radio City’s campaign aims to promote community involvement as it is recognized as a socially responsible brand. A legacy brand with a new age consciousness, its central message is simple yet impactful: “Declutter your home and fill someone’s heart.” Targeting families and individuals in Mumbai, particularly those preparing for Diwali, the initiative seeks to build goodwill and constructive brand associations. The clean-up drive featured a special appearance by Divya Agarwal, who endorsed the initiative at WTF, Versova on October 23. Anurita Patel, National Head of Programming, Radio City, commented, “At Radio City, we believe in using our platform for meaningful causes. This Diwali, we’re not just celebrating a festival; we’re inviting listeners to help make an optimistic influence. Our partnership with ReCircle transforms excess into essentials for those in need. Our message is simple: Aapka ‘extra’ kisi ke liye ‘special’ ban sakta hai. Iss Diwali sirf ghar mein nahi, dil mein bhi jagah banao.” Sharing insights about this drive, Nikki Gupta — Marketing & Business Advisor, ReCircle said, “Dry waste collection drives have been part of our larger ethos ever since we started ReCircle. Every year we have doubled our impact from door-to-door collection drives during Diwali, starting with approximately 5000 kgs in 2021, this year we have an ambitious goal of collecting 40,000 kgs of dry waste (equivalent to 2,35,294 iPhones) in Mumbai between October 14-27, 2024. This is Mumbai’s largest waste collection drive. The money generated from the waste collected will be donated towards our partner NGO for the last four years, St. Catherine School of Siena and Orphanage to empower underprivileged children”. In addition to the clean-up drive, Radio City has a rich history of partnering with various social initiatives, including tree plantation drives, road safety awareness campaigns, and support for underprivileged children. These efforts reflect the brand’s devotion to addressing pressing social issues. Divya Agarwal expressed her excitement about being a part of the initiative, stating, "I truly believe that cleanliness is next to Godliness. Diwali is a time for celebration and togetherness, and what better way to spread joy than by giving to those in need? I’m thrilled to be a part of this meaningful campaign with Radio City and ReCircle. Decluttering our homes isn’t just about making space—it’s about sharing what we have with those who need it the most. This Diwali let’s come together to create a brighter, more compassionate world by turning our ‘extras’ into someone else’s essentials." The collection drive runs until October 27, aiming to reach multiple households, societies, schools, colleges, and offices across Mumbai and engage people in contributing towards a sustainable future. Radio City will spread the word through on-air promos, engaging RJ mentions, and social media posts, maximising reach, and awareness. Selected areas will see the channel’s team collecting donations, engaging with listeners through fun games and contests, and capturing highlights in a digital video. With participation available through a dedicated microsite or by WhatsApping 9512019191, it’s easy for listeners to join the movement. As part of the campaign, participants will receive special certificates and mementos for their generous contributions—because every act of giving deserves to be celebrated. Together, let’s spread joy, reduce waste, and make this Diwali even brighter! For your contribution, WhatsApp on 9512019191 or log on to https://recircle.in/diwali/