As the cold weather in North India claims many lives every day, BIG FM Delhi is encouraging listeners to donate warm clothing for the poor.

The collection drive, called ‘Dariya Dili’, will run for a month and has been extended to 20 north Indian cities.

It will be led by 92.7 BIG FM RJs who will be inviting contributions through on-ground interactions and social media platforms.

Donations made by individuals, residential associations and corporates will also get them a song tagged with their name on air.

Collected garments will be distributed among underprivileged people through NGO partner GOONJ.

Ashwin Padmanabhan, Business Head 92.7 BIG FM said: “While winters bring joy, cheer, festivity and warmth to many people, it is also a difficult time for the underprivileged.”

“With an increase in social awareness, such campaigns go a long way in the betterment of living standards of our country’s population. We are extremely delighted to run the fifth edition of this campaign and scale its reach to 20 cities in North India.”