MUMBAI: line with the year 2008’s theme for World AIDS Day (Take the Lead, Stop AIDS. Keep The Promise), BIG 92.7 FM – India’s no. 1 FM network with 44 stations, pledged to keep the promise of leading the efforts of Indians in fighting AIDS. BIG 92.7 FM, Mumbai’s No. 1 FM station is urging the city to be loyal to their No. 1 partners and to facilate this they had celebrity and social activity Smita Thackeray along with Bollywood singer Sonu Niigaam at their studios.
The station’s proposition was all about being loyal to their No. 1 partners-â€?Sirf Ek Se Pyaar’. RJ Archana Jani on the breakfast show â€?Big Chai’ urged people to not have multiple partners. Its recession time that everybody is seeing, so the RJ asked people to be faithful to one and prevent HIV-Aids. Having multiple partners can land you in trouble not just monetarily, but also in contracting the HIV virus.
The content across the day was skewed towards benefits of being loyal to one partner, stories of couples who have been and stuck on to their partners, song dedications to their one and only partners and facts on the deadly virus.
Throughout the day, interesting facts and figures on Aids were given out across the shows to increase awareness about the virus in the city. Even confessions from people who might have floundered at one point of time, but later realized that they were wrong were taken on RJ Rohit’s show on Mumbai Mach Mach in the evening.
Commenting on BIG FM’s role on the issue, Ms. Neerja Dhillon, Station Head – BIG 92.7 FM said Big 92.7 FM is Mumbai’s No. 1 Radio station and as a leader it’s up to us to take up the challenge of educating the city about the deadly virus. People contract the virus due to ignorance, due to lack of knowledge about the basics. This is where we see ourselves playing an important role. â€?Sirf Ek Se Pyar’ sees the Mumbai RJs motivating listeners to being loyal to their No. 1 partners just as Big 92.7 FM is loyal to No. 1.’ Through innovative and interesting programming content we want to communicate the importance of being with one partner to lead a safer, healthier and longer life in keeping with our brand philosophy of â€?Suno, Sunao, Life Banao’