Radio City, India’s leading radio network, launched a patriotic campaign titled “Radio City Siachen Se” to celebrate the 78th Independence Day. From July 25 to August 15, 2024, the campaign featured Radio Jockeys (RJs) from six cities embarking on a special journey to the Siachen Glacier, the world’s highest battlefield. This initiative aimed to honor the Indian soldiers stationed there and share their stories of bravery and sacrifice with listeners.
The RJs visited significant sites like OP Baba Mandir and the Siachen War Memorial, and participated in a trek organized by Oxbow Explore, which helped bridge the gap between civilians and the armed forces. The campaign included detailed documentation of their experiences through reels and posts, highlighting the challenges faced by soldiers and enhancing audience engagement with Radio City.
Ashit Kukian, CEO of Radio City, emphasized that the campaign was a tribute to the soldiers’ courage and aimed to inspire national pride. Manissha Dutta, Founder & COO of Oxbow Explore, praised the initiative for deepening public appreciation for the military’s resilience. Federal Bank supported the campaign, aligning with its values of national pride and service.
The campaign concluded on August 15 with a special flag-hoisting ceremony, which was featured in a video and broadcast nationwide, including a segment on Jio TV.