MUMBAI: 92.7 BIG FM, radio initiative of Reliance Broadcast, recently launched its new positioning with fresh content and format giving the station a distinct sound, breaking through the clutter of other radio stations in Delhi. On June 9, 2011, the hot new couple, Anurag Kashyap and Kalki along with the star cast of Shaitan, a youth-centric thriller produced by Anurag and starring Kalki, unveiled the new positioning of the station with RJ Vidhi at Hotel Ramada Plaza. Pegged on â€?Bollywood Secrets’ Parde ke Peechey Ki Baat, the station’s new positioning launch got a shot in the arm by the exclusive presence of Shaitaan’s star cast. As part of its new voyeuristic positioning 92.7 Big FM’s breakfast show, Dilli Ki Metro. has one of the most differentiating content even as RJ Vidhi ups the ante every day from 7 to 11 am by revealing the innermost secrets of Bollywood stars , their life, relationships, and of course the world they inhabit: Bollywood..
As part of 92.7 BIG FM’s exciting new positioning, besides Bollywood’s hitherto unknown secrets about stars and stardom, several other gripping and absorbing segments have been introduced in the breakfast show – Dilli ki Metro. Khul ke bol touches a chord with all the listeners by asking them to freely express their opinion about daily irritants such as over the top bosses, neighbours parking their car in their parking space, people talking loudly in movie theatres and much more allowing listeners to vent their exasperation on air. Imagine kar na is a flight of fancy where RJ Vidhi gives interesting situations to listeners and asks them to imagine what they would do in such a situation. Cheaters, a segment where listeners can ask for Vidhi’s help to test the loyalty of their partners, is an ever popular segment. Several new shows post the breakfast show such as the Gossip Queen of Bollywood: The Pammi Aunty Show, One on One with Aliya and Emotional Achaar with RJs Zainab and Apar take the tempo ahead.
RJ Vidhi, at the launch this bold new positioning of 92.7 BIG FM, spoke to the maverick and controversial director Anurag Kashyap, his actor wife Kalki and the cast of his soon-to-be-released dark thriller Shaitan. They were asked some interesting and bold questions at the event and they gave some bold answers. Here’s what they said:
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Q: You’ve heard about the new positioning of 92.7 BIG FM, right? Your comments? Isn’t it truly great that a radio station can get voyeuristic and edgy?
Cast: For the first time we have a good reason to listen to the radio. We are excited and very happy that this kind of voyeuristic radio station has come into being … 92.7 BIG FM is just too much!
Anurag: With this new positionining, 92.7 Big FM will face challenges but has to deal with it. But it is an honest way forward… I have always done things this way throughout my life, in all my films and have succeeded. So, I guess this is the way to go!
Q: Why do you think the film will work?
Anurag: I think it should because the concept and the treatment is very strong here.
Cast: The film is edgy, racy has sex and violence. After many years a movie like this has been made which has a â€?cool quotient’.
Kalki: The film is new, simple, has a lot of action and talks about situations the way they are.
Q: Does the casting couch exist in the industry?
Cast: Although it is not visible but everyone knows that it does happen mutually but it used to happen a lot more earlier than now
Anurag: Young filmmakers are more focused on films rather than this kind of stuff. It existed in the older generations, I guess.
Q. The film talks a lot about drugs. Do people use in the industry and do you guys use it?
Cast: Drugs are obviously used as a recreational thing not only by people in the film industry but by people in other fields as well. But it is true that in the film industry they do it more because it is any easy escape from stress.
Anurag: I did drugs earlier but I am now totally out of it as I realized that this is not the way to be.
Q. Anurag and Kalki, for a â€?Boho’ couple like you guys, why was it important to be married? Legality?
Kalki: We were seeing each other for three years and got married because we did not want to face any societal pressures. The earlier we get married, the longer it lasts!
Anurag: Our Marriage was a private affair where only 25 people were invited. We married for ourselves and our families and it feels good to call her as my wife.
Commenting on the new positioning, Sudha Sadhanand, Radio Operations Head, 92.7 BIG FM – Delhi, said We are very excited about launching a new positioning in Delhi that fulfill a strong need of listeners proven through research. To launch it with Anurag’s film Shaitan and its cast is the perfect way to make a bold statement. We are the only station to give them their daily dose of Bollywood in the most naughty and edgy way. The mix of content and music is engrossing, entertaining and a refreshing change for listeners who are saturated with the same old boring content. We are proud to be India’s first Radio Network to bring this unique format in Delhi for its discerning listeners….
The new â€?Bollywood Secrets’ is at present being extensively promoted through a 360 degree campaign in Delhi. The four week campaign has a mix of static and transit outdoor media, print, online, sms based communication, metro stations branding etc. The ATL communication is supported with activations across the citiy to drive tune-ins during the show. The activations will happen across malls, RWAs, hangout zones and market places.
