MY FM brings on board Mukta Barve, Makrand Anaspure for Maharashtra market

Keeping up with the promise of bringing in innovation, My FM, the radio division of Dainik Bhaskar group made few interesting addition to its portfolio of extremely talented RJ’s. My FM brought on board the renowned stage, television and film actress, Mukta Barve to host the mid-morning show and Makrand Anaspure to host the specially designed show called “Asa Mi Tasa Me.”

The 2 month pre-launch campaign “Aapki Marzi” seeking public opinion of the city on how their own radio station should be in terms of Music, Humour, RJ Talk etc. led My FM to these insights and bring these celebrities on board.

Commenting on these new additions, Mr. Harrish Bhatia, CEO said, “It is the first time that such a public awareness programme with entertainment has been presented by a radio channel. The Mukta Barve show will not only create awareness about advancement of women in every field but also give them the due credit. “Asa Mi Tasa Me” is a show that is absolutely in line with MYFM ideology that say “don’t get under pressure” and RJ Makrand makes sure that listeners forget all their worries from 6 to 7 pm every evening. We couldn’t have found any better match than the Marathi superstars, to host the shows.”

Viplove Gupte, Chief Programming Officer, said, “Following the plan to consolidate our presence in the real Maharashtra, we got on these celebrities. It was essential that the celebs are not merely actors but are so rooted in the lives of their listeners. Makrand is one of the most honest actors of Marathi films. His work in NaMa foundation (along with Nana Patekar) for the farmers and their families suffering due to lack of rains in large parts of Maharashtra is what drove all of us to Makrand. We are happy that Makrand, the true son of soil agreed to come on board. With his impeccable style and funny delivery, he is able to focus on the most serious issues with so much of ease that for our listeners, he turns out to be a perfect brand ambassador. His chemistry with the RJ on air is something that can only be felt.

Amongst various names which were being considered for the women time band show, we were very clear from day one that we wanted a voice of reason. Various people suggested different names but ever since I had seen Mukta perform in a Marathi movie "Jogwa", I wasn't really considering other names. While we discussed many names, I was very clear that it has to be Mukta because she carries that unique signature of being the thinking man's actress and has always defied conventions. She is an independent professional, has her own voice and purely follows her heart. MY FM's brand philosophy "Jiyo Dil Se" is always looking for such role models to define it for the listeners. May be somewhere the battle of her character in "Jogwa" comes out in her on air persona, or I think that’s what she really is - A rebel, a square peg in the round hole.

We strive to bring in more such celebs on board in future but as of now, these strong pillars of MY FM family are a reason to rejoice.”

Mukta Barve, the actress turned RJ, hosts an hour long segment from 12-1 p.m. called “Mukta Barve Show”, which has been on air in all 10 stations of West Maharashtra. The content of the show emphasizes on the multitasking role played by a woman in daily life. The Mukta Barwe Show - segment will contain all things related to woman, be it  corporate, bollywood, entertainment, fashion, force, household work or anything related to women. The focus would be “She” - the Multi-power role model. The Mukta Barve segment will essentially talk about women and their multitasking aura. This is the reason; the show has been named as “Superwoman”.

Makrand Anaspure, one of the actors who possess exemplary comic timing and a natural gifted skill to make people laugh along with My FM came up with a very special show called “Asa Mi Tasa Me”. An absolute bone tickling show has numerous flavours to it and Makarand’s unique proficiency in using the Marathwada accent of Marathi language, is one of his specialties that has made the show even more popular among the listeners, the beauty of the show is that it not only makes you laugh out loud but also makes you think hard on various topics be it water conversation, current happenings in the society.