MUMBAI: Big FM is repositioning its music offering to Chillax Hits in both Mumbai and Delhi.
The ‘Chillax Hits’ premise promises to offer listeners music that will de-stress the Mumbai-kar or Delhi-ite. The new format has been finalised post detailed research and qualitative study, providing inputs on the mood enhancement that the listener sub-consciously seeks from music, says the station.
The music mix of the Station is being selected to ensure listener delight – against the backdrop of the mood of the listener, music consumption habits, music tastes and specific entertainment requirements. The station is celebrating the current week as the Chillax Week on the Station, well packaged both on air as well as on ground.
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The new music positioning is being launched with a holistic plan and a robust on air plan and on ground offerings to ensure high listener awareness, say channel officials. The station is undertaking widespread BTL activities, which includes distribution of merchandise like water-bottles, smiley’s etc. at key traffic junctions. Big FM RJs will also embark on a Chillax Road Show while visiting markets, malls, colleges, residential societies, offices etc. and inviting people to dedicate and vote for their most favourite Chillax songs.
Fun mirrors will be placed at key city junctions like railway stations which promises to de-stress people. Acoustic evenings at offices – with live bands and entertainment promised to sum up the complete treat from the Station.
The on air offerings range from Chillax messages to family and family where listeners can dedicate songs to their loved ones, Chillax Moments with celebrities sharing their chillax moments and the kind of music they love to listen to. The Stations will also host the BIG Chillax Telethon, where listeners will sms a dedication to the city along with a smiley – spreading the smile and the best messages will be played on air. Chillax Zone will see listeners sending in their favourite personal recommendations to chillax and de-stress – could be a place in office, home, college etc. and BIG 92.7 FM will help them do up that place to make it truly chillax. There will also be the Chillax song of the hour – which can be dedicated to loved ones. Finally the Chillax Champion – awarded to the listener staying with the Station for the longest duration. All of these on air offerings will be accompanied with prizes to be won by listeners.
Says Big FM senior vice president – programming Nirupam Sonu, With the continuous focus on understanding listeners and leveraging the synergies of this new music strategy, BIG 92.7 FM promises listeners a great listening experience, in keeping with the clear insight that music works as a de-stresser. Chillax Hits has been conceptualised to help the listener chill,
sit back and just enjoy a great aural experience through our Station. Our songs are carefully selected to ensure listener delight and pleasure….
