Being a socially responsible brand, every year 93.5 RED FM, India’s leading radio station puts together a list of causes that affect its listeners. In 2017, RED FM found that for the past four years almost 30 people died every day in Mumbai due to potholes in roads. Shocked by this statistic, RED FM decided to create a campaign called ‘Mumbai Khadde Mein’ or ‘Mumbai in a Hole’ to shame the Brihanmumbai Municipal Corporation (BMC) into taking action. Using a mix of public relations, social media and radio, RED FM’s popular radio jockey, Malishka released a parody video of a famous Marathi song “Mumbai, Tula BMC var Bharosa Nay Ka? (Mumbai, don’t you have faith in the BMC?)”.