MUMBAI: To commemorate the formation of Karnataka state and saluting the significance of Kannada language and culture, BIG 92.7 FM, Bangalore’s first Kannada FM station has come up with a unique idea to promote the language. The station has initiated a campaign from Oct 30- Nov 15 aptly christened Kannada tumba cool ri… (Kannada is very cool). The idea is to create awareness about the language among the new-gen teens and youngsters who lost touch with the language. The message was communicated through a unique launch of the spike today at Garuda Mall. Calling it Aindrita Ray’s Kannada Patshala…, where in renowned film actress Aindrita Ray (Manasaare fame- kannada movie) a Bengali, but an avid Kannada follower taught some of the common words/expressions in kannada– â€?Thank you, How are you’, Hello, Sorry etc. to a large audience. Surprisingly many participants were kannadigas who were not too comfortable speaking these words.
Aindrita’s students (participants) were selected on-air by RJ’s Harsha and Shruti. The campaign received overwhelming response with thousands of people SMSing and registering to learn Kannada. The Kannada Tumba Cool Ri… campaign will see many celebrities like Pooja Gandhi, Jaggesh, Yash, Aindrita coming on-air and teaching the language and creating new kannada cool lingos. The spike will be a fun filled yet concerned initiative to drive home that its cool to speak Kannada, through on air engagement in the form of unique but listener friendly games, contests and content. The campaign is a series of elements which drive home the message that kannada is cool- for eg: In English pronunciation is so funny but its so straight in Kannada- Cat, Mat, but, put etc. in kannada we read what we write.
Tying the Kannada Tumba Cool Ri… spike to music and music related contests, the station will promote the lyrical value of kannada songs. There was a phase in which Kannada lyrics were so frivolous, like Amishage tensionu…but now, Its Yedeyalli Kanasu nooru jigijigi jigidu. This is so cool. The meaning of such lines will be asked. What is Jigijigi jigidu? When Alisha and Sonu can pronounce such words so well, why not us!! Try it, its cool! Let’s say Rajyotsava, not rajyotstava! Station’s Mid morning show will have Kaa kaa kee kee game. Kannada alphabet! You would say ABCD so well, why not Kaa kaa kee kee?! Celebs on air speakign only in Kannada, including Pooja Gandhi, who being a Punjabi, learnt Kannada!
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Commenting on the above initiative, Harsha Shivaram – Radio Jockey and Programming Head- BIG 92.7 FM said, Bangaluru has people who speak many languages thriving in it but Kannada is sadly not spoken widely. The youth segment of the society pursues and considers English or mixing English words as cool. Since we are the first Kannada FM station in Bangalore and we truly own this space of creating awareness about the language among the masses. Kannada Tumbi cool ri… is a unique way of promoting the language, with celebrities teaching on-air and on-ground we are sure to make difference and hence live up to our brand philosophy of Suno Sunao, Life Banao!
