Fever 104 FM unveils #FreedomFromGuilt

16 Aug,2017

By A Correspondent


As the nation celebrated its freedom on August 15, Fever 104 FM decided to provide a platform for those who are still bound – by guilt. The #FreedomFromGuilt campaign features ex-prisoners of Tihar Jail expressing regret for their crimes and gives them an avenue to express their inner thoughts, their burden of guilt, for the first time, on air. The programme was supported by an extensive social media campaign.


In designing this campaign, Fever 104 FM and Ogilvy were supported by Tihar Jail and the NGOs, The India Vision Foundation and Siddhartha Vashishta Charitable Trust, to approach those who had completed their jail terms and give them this unique radio platform.


Commenting on the initiative, Harshad Jain, CEO Radio and Entertainment, HT Media Ltd. said: “Fever FM has always believed in bringing about demonstrable change in the society. Fever Voice of Change has been one of the biggest CSR initiatives in the history of Radio and within the ambit of the same we have taken up many a cause including rehabilitation of acid attack victims, celebration of the unsung heroes of the Indian Armed Forces and driving people to vote with ‘Each one Kheench One’ to name a few. Fever FM has always been a thought leader in the category and we are very proud to have taken up this initiative. #FreedomFromGuilt is a campaign that celebrates freedom in its truest sense and brings out a side of the society that few have seen. We hope to collaborate on many such initiatives and take up many such causes in future as well that air aimed towards creating a marked difference in the society”


Speaking about the initiative, Ajay Gahlaut, Deputy CCO, Ogilvy India said: “Not all convicts in jail are hard core criminals. A large percentage of them are in fact one-time offenders who have committed a crime in the heat of the moment. On Independence Day, as an expression of Freedom, we felt that these people should be given a chance to express their repentance as a step towards mental peace and a Freedom from Guilt.”


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