MUMBAI: 94.3 MY FM – Dil Se!, the Bhaskar Group’s radio station, has become a hit with the listeners in Indore with the success of its first on-air property mela – ‘Ashiyana’.

Keeping in mind the increasing demand for homes amongst the people of Indore and the lack of information on the options in the city. the radio station launched India’s first on-air property mela.

The station arranged for RJ’s to visit upcoming complexes and localities and update on the latest development, prices, loans etc. The station also invited listeners to call with queries and information. The mela lasted seven days and was a hit with the listeners who called in to congratulate the channel on its ‘programming with a purpose’.

MY FM business head Harrish M. Bhatia stated, “Possessing one’s own home is perhaps the most cherished dream that one has. With the real estate market in Bhopal and India seeing a boom, this wish can easily come true. However, one of the biggest problems is access to correct information. Thus, we decided to help resolve this specific problem for our listeners. The mela has been a great success and we are glad we helped our listeners in finding something so close to their heart.”

MY FM head – programming Viplove Gupte added, “This is India’s first ever on-air property mela. It clearly goes to demonstrate how MY FM is a brand that understands local sentiments and needs. Our content caters to the issues close to the heart of all people. That is why MY FM is called Dil se – a channel truly close to the heart of its listeners.”