Modi ke matwale rahi

Modi ke matwale rahi (Hindi: मोदी के मतवाले राही, Urdu: مودی کے متوالے راهی) was a popular weekly radio show in India broadcast on the Vividh Bharati service.^[1] Along with some other shows like Hawa Mahal, Modi ke matwale rahi was one of the few programs that was suitable for spot advertising on Indian radio, which often led to commercial spots on the program being in high-demand and sold-out six-months in advance.^[1] The program won a Clio award for advertising in the 1970s.^[2]

The show featured two main characters, Balwan Singh and Lalit Singh, who were faced with a mystery in each episode that they had to solve.^[3] The show was sponsored by Modi Tyres.^[4]

References

1. ^ ^{a b} Vanita Kohli, The Indian media business, SAGE, 2006, ISBN 9780761934691, http://books.google.com/books?id=hllyb6ymMy0C, "... In that year Vividh Bharti, the film music channel of AIR, began accepting commercials. ... Since radio hardly had any competition, airtime and even sponsorships on some really popular programmes — like 'Hawa Mahal' or 'Modi Ke Matwale Rahi' — were booked six months in advance ..." 
2. ^ Indian advertising jingles, Manoharmahajan.in, http://www.manoharmahajan.in/work.htm, "... Modi Ke Matwale Raahi ... This weekly radio sponsored program won International 'American Clio Award' for Best Radio Program (1979 - '80) in the world ..." 
3. ^ Dinesh Hukmani (October 18, 2006), A touch of nostalgia, Rediff, http://blogs.rediff.com/dihuk/, "... listening to 'Modi Ke Matwale Raahi', the exploits of 'Balwan Singh' & 'Lalit Singh' ..." 
4. ^ Abhilasha Ojha (June 28, 2008), "Tuned in to the waves", Business Standard, http://www.business-standard.com/india/storypage.php?autono=327235, "... shows like Modi ke Matwale Rahi, a popular radio show sponsored by Modi Tyres ..."