Creativity at its best: Miss Pothole
May 29, 2007 by Pareen
Yes, you read it right - Miss Pothole. This was one of its kind competition and a unique idea (cum social service initiative) undertaken by a local radio station in Mumbai.
WHAT?
Mumbai has been known for its dug-up roads and countless potholes which the BMC (local Municipal Corporation) claims to have filled every year prior to monsoon. But this year their claims were countered by an innovative campaign launched by RadioMirchi - a local FM radio station.
Radio Mirchi initiated a competition called “Miss Pothole” wherein they invited the listeners to nominate ‘potholes’ in their area for the crown of “Miss Pothole 2007″.
A pothole in Byculla (a central suburb in Mumbai) won the title and was decorated (shown above) and RJ Harsh visited the site.
Miss pothole was such an embarrassment to the BMC that within no time workers were dispatched for a patch job” says NDTV
WHY AM I TELLING THIS?
In my view, this is no ordinary initiative and no ordinary idea.
These days corporate social responsibility is seen just in monetary terms. But this was not only an innovative way to ‘do their bit’ for the society, but also a way by which their listeners were involved in the process.
This seems to be a very small initiative. Yes, it does. But if continued, this can be a problem for the ignorant BMC and likewise, if many more organizations could initiate such activities (that suit them and their organizations), it would be great. And here I am not talking about media houses ‘only’.
Such innovations can radically change the image of corporate houses, especially in India.
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