Corporate Social Responsibility (CSR) has taken an important place in a company's portfolio over the last few years. Giving back to society is now an established practice, with new causes being taken up by companies every year. In keeping with this perspective, 94.3 MY FM has initiated a unique CSR initiative, ‘Ek Rupya Abhiyaan', across nine key stations. The purpose of this initiative is to persuade listeners to donate one rupee for the surgery of an ailing child in need of immediate medical attention. The money collected from the campaign, taking place over 26 days and culminating on Dec. 25, will be given to the hospital for the child's treatment. RJs will keep the listeners updated on the progress of the surgery and successful completion of the CSR initiative.

Speaking at the launch of the campaign, Harrish M. Bhatia, CEO, 94.3 MY FM said: "It is heart-wrenching to see a child suffering from an illness without any proper medical help due to lack of funds. We feel lucky to have created such a campaign wherein we can make a difference in someone's life. It is about doing good for the society and returning to the love that it has been bestowing on us for so many years."

The on-air promotions were supported by on-ground initiatives for the collection of the funds from Dec. 8 to 18. 94.3 MY FM is gathering money by placing collection boxes at various locations such as schools, colleges, malls, cinemas, hospitals, partner outlets and retail establishments in all nine cities, wherein the listeners could contribute by donating one rupee each, which would then be accumulated and given to the hospital for the child's surgery.

As has been famously said, charity begins at home, and so, the MY FM workforce laid the foundation of the activity by putting in their contribution for the cause. Several renowned personalities from the entertainment domain also came on board and lent their voice for this initiative, asking listeners to make a contribution. They, in turn, also did their part by making the donation themselves.

On Dec. 18, a music concert was organized by MY FM to induce listeners to participate in the noble cause and lend a helping hand for the child's treatment. The show witnessed people from all walks of life singing and praying for the little one's wellbeing. Well-known bands from the respective cities also participated in the show.

Commenting on the campaign, Bhatia concluded: "Over the years, CSR campaigns from MY FM have created zeal amongst the listeners and we hope that this campaign will surpass the success of all other campaigns. Ek Rupya Abhiyaan is a step towards a good cause, a great way to enter the New Year with lot of celebrations and living our philosophy of Jiyo Dil Se by bringing happiness all around."