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    B ack in the day (Ia��m talking circa 1997),what you heard on the medium was quite straight and simple. FM radio was just starting to grow from an infant to what it is today. I remember standing in line at the cinema just to pick up tickets for a listener. There were no tie-ups, marketing initiatives, on-ground activities or digital pages. Thankfully, all that has changed now.
    Years ago, celebrating Diwali the Top 100 Kalakkal Hits way would have been a dream for us presenters and a treat for the listeners. Cut to 2016 and 92.7 Big FM has come up with a new concept: celebrating an eco-friendly and pet-friendly Diwali. The idea is to bring all like-minded people together and support the cause. All you need to do is click a selfie with your pet, upload it on Facebook and tag the channel.
    The station received an overwhelming response from listeners and well-known personalities. Actors Trisha, Sidharth, Gayathri Shankar, Kushboo and Aari, directors Karthi and Ram, lyricist Vivek, singers Ujjaiyine Roy and Sunitha Sarathy, and music director Sidharth Vipin have all raised their hands for this noble initiative and the campaign is a success. Ia��m a pet lover myself and seeing pictures and videos of our four-legged friends brought a smile to my face and Ia��m sure it will bring the same to yours.
    On Facebook, you should log on to 92.7 Big Tamil page to watch RJs, listeners and celebrities supporting the cause. But the treat doesna��t stop there. Diwali is not complete without watching your favorite stars and their new movie releases. Big FM, in collaboration with a multiplex, is organising a screening of Kaashmoraa��a special show for listeners and celebrities. Now thata��sA� a gift-wrapped Diwali.
    In a city where you sometimes are denied a place to live because you have a pet, an initiative like thisA� is welcome and hopefully will bring about a change in the mind set ofA� those who think otherwise.
    See you next week with more radio talk.
    The writera��s views expressed here are entirely in his personal capacity



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