Indian network Radio City has announced a social awareness drive to highlight the importance of celebrating a smoke free Diwali.

Radio City ke Patakhe (Firecrackers of Radio City) is a national on-air activity, where listeners can request for bursting firecrackers on the station during the Diwali week and celebrate a pollution free Diwali.

The initiative was launched with an ad film created by Scarecrow.

The network has also pledged its support to the underprivileged by initiating a crowd funding campaign 'Diwali Ek Rupaye Wali', in association with the NGO, Ketto.

The network has urged every Mumbaikar to contribute one rupee to share the happiness and help brighten the festivities for the needy.

The campaign strives on fulfilling dreams of five people – Gauri, Shahbaz Khan, Tabrez Khwaja, Rajan Nair and Ravi Kumar, where one wants to build shelter for kids in Kamathipura, one wants to conduct workshops for Dharavi kids,  one wants to provide free ambulance service to one wanting to buy a DSLR to teach photography to kids in the hospital.

The activity allows every listener to make a difference by donating just one rupee by clicking on https://radiocity.ketto.org/. 

The star of India's official entry to the Oscars – Newton, Rajkumar Rao, says: “I believe that the festival of Diwali is about sharing happiness with everyone in the community especially with the less fortunate. I personally support the cause and urge everyone to contribute a minimum of  Rs. 1, like I did, because your 1 rupee can make a difference to light up faces and dreams of Mumbaikars.”