A city centric mass problem demanded a mass interactive platform that holds the pulse of the city. We got the top 4 FM radio entities to brush aside their constraints and share their frequencies & signature RJs, on a competing FM landscape, changing the dynamics of media partnership.In an unprecedented gesture to make Mumbai a healthier place, on World Heart Day (WHD), the radio stations united to interconnect and co-host a live program which was aired simultaneously across stations. So when a listener tuned in to any of these stations, he heard the same program with all his favourite RJs coming together in a common forum, representing Mumbai City’s Voice.An equally critical build-up to the conference was designed for tune-ins across stations for which all RJs lent their voice to the cause, appealing to risk groups to participate in the drive and take the free cholesterol test.

First time ever in the world radio history, all radio stations interlinked to each-other broadcasting the same show. Over 22,000 requests were received, with 8000 test requests coming on the WHD-30thSept.93% TOMA for Saffola's association with WHD Radio Conference was registered in the Day-After-Recall study with 28% conversion to tests.