How Media Cos. are trying to woo audience, this Independence Day

Cut to today's world!

You see people lazing around their comfy beds, waking up late, pulling yourself up to sit in front of the idiot box to watch the Independence Day proceedings. Gone are the days when you would special programmes remembering the martyrs and their sacrifices.

Today with the globalization and the growth of television, Independence Day has become more of a marketing commodity. And television channels each year try to leverage on the so-called special days to market their channel and product.

Though there is nothing harm in promotion of the channel, but the importance of the day somehow has lost over the years.

This year too channels have scheduled programmes that would keep the audience in home and ensure that they are well entertained. And the channels are not the only ones to leverage on the Independence mantra.

Fever 104 is planning to launch a unique Swadeshi movement for independence week for the Red-letter day. All through the week, the RJs have promised their listeners that they will not use a single "angrezi' (English) word.

And as a challenge to their listeners, RJs are asking listeners to stay tuned and if they catch them using any English word, the first listener to call in and provide them with the right Hindi / Bengali / Kannada word, wins gift vouchers from "Khadi Bhandar.' Fever 104 FM will give away 5 gift vouchers everyday till 15th August.

"This is an important occasion in the lives of all Indians. As a responsible medium we want to highlight what is important at the same time create listener engagement. While the listeners are having great fun in catching out the RJs who are trying hard to avoid using any English word, we are also adding value back to them in the form of 24 hours non-stop music, says Keerthivasan, Business Head, Fever 104 FM.

HBO on the other hand, comes up with the premier of blockbuster movie The Taking of Pelham 123, starring Denzel Washington, John Travolta, John Turturro and Luis Guzman as the primetime movie.

Star Plus too a special programme called "Kitne Azad? Kitne Gulam', at 12 noon, where actor Karan Mehra through his power-packed performance beautifully portrayed the true picture of the strenuous life of "Aam Aadmi of Mumbai"

"As actors, we all have some responsibilities towards the society and I do my bit wherever I can," Mehra says.

When asked about his contribution towards the society, the shy Karan reveals, "Me and my partner are actively involved with UNICEF and various other NGOs in the city. I really do not want to list down what I do for the nation but whatever I can do, I try doing."

With a wide array of stars, Azaadi LIVE promises to evoke the true sense and spirit of independence, with music, dance and spoofs show. The show looks at the 63 years of Independence through a common man's lens, highlighting the good as well as the bad. Through this event, Star Plus urges the viewer to sit up, think and find out the true meaning of Independence!

While artists like Ragini Khanna, Parul Sharma, Shaleen Bhanot beautifully portray the spirit of Independence through Azaadi LIVE, Harshad Chopra & Abhishek Awasthi through their touching acts, pay tribute to the victims of the terrorist attacks and the farmers committing suicides under dreadful circumstances.

Pooja Gor strongly highlights the unfair treatment towards women with an intense performance. Angad & Sara highlight the issue of honor killing through a heart-wrenching act. Presenting a lighter side to the event, Ali Asgar, Urvashi Dholakia, Vineet Raina amongst others, highlight some issues using spoof, comedy and drama on stage.

And it's not just the television or the radio that earning a mileage out of it.

Keeping in mind the spirit of the Independence Day, Taj Krishna, Taj Banjara & Taj Deccan serves special Independence Day menu at Encounters, Arena & Waterside Café respectively, which is designed to underline and showcase the diverse and special characteristics of regional Indian food.

Taj Krishna presents "Freedom Brunch' at Encounters, with colourful mocktails along with a vast spread of food at a 25% discount.

Soak in the ambience of celebration as Taj Banjara offers you "Sunday Trunch' on the occasion of Independence Day.

The Executive Chef of Taj Deccan, Sachin Joshi has made an elaborate Independence Brunch Menu with tri ' color theme. Guests can cherish on Indian cuisine and Armed forces personnel can avail 50 % discount.

So expect a blast at this Independence Day and celebrate the freedom in your own unique way.

Image above has been designed by Biswajit De for Karmayog