MUMBAI: While living up to the Station offering of Jaisa Mood Waisaich Music, BIG 92.7 FM, Mumbai’s favorite Radio Station is going all out to capture the true mood of Mumbai. In ensuring connect at the mass level, the Station’s breakfast jock RJ Archana Jani boards the city’s lifeline – the local trains on a regular basis, getting an insight into the lives of commuters and carrying back the same on air. She completely charges up the commuters bringing in the high energy Josh to an otherwise mundane commute. Touching upon subjects that influence the mood of every Mumbai-kar, subjects range from late trains, to food, to shopping, to Bollywood, to television, to sports, to local civic issues, she speaks to the travelers in true Mumbai-ya style!
The exciting initiative kick-started on the occasion of Women’s Day where RJ Archana Jani was aboard the 6:13 Virar Local-Ladies Special celebrating the spirit of being a woman! Receiving stupendous response from commuters, Archana couldn’t leave the train without promising to be back again and that is exactly what she is now taking forward. Reaching out to more and more Mumbai-kars, she boards trains across different routes and interacts with people ranging from the dabbawallas, fisher folk, students, office goers etc. Mumbai’s Local trains are the pulse of the city bringing together people from different backgrounds and capturing this diversity of moods, Archana brings them live on the radio station, which she describes as extremely enriching an experience.
The activity is aimed at touching maximum people on a one on one basis, meeting with them and taking interesting bytes on air giving them a first hand experience of radio. The on air programming will amplify the same by giving out the routes well in advance so that commuters can catch their favorite RJ in the local trains of Mumbai Commuters can also invite her to travel in the special boogie with them through the sms, an offering which is receiving excellent response. The initiative provides for a great sampling exercise for the station bringing in newer listeners. It also helps in drawing interesting content for the station from across communities of Mumbai, cutting across age, sex, caste etc.
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Commenting on this very exciting and innovative initiative taken up by the Radio Station Neerja Dhillon, Station Director, Big 92.7 FM-Mumbai said, While capturing moods of the city from Mumbai’s lifeline, our local trains, BIG 92..7 FM aims at going the extra mile in bringing in the city pulse on air. It goes beyond the regular activation areas covering different routes of travel and inviting participation from people across different back grounds. Connecting first hand with the consumers will positively impact our listenership whilst creating advocacy and loyalty towards the Station which will go a long way in building higher reach…
