MUMBAI: Big FM, which has roped in popular singer Sonu Nigaam as brand ambassador for its fresh music positioning, plans to spend Rs 10 million for promoting it.
Confirming the promotioal plans, Big FM Senior Vice President – Marketing Anand Chakravarthy says, “Big FM would be spending around Rs. 10 million on the first phase of a multi media campaign that includes radio, outdoor, online, mobile and print which will soon be launched. The campaign featuring Niigaam will kick off in 10 days. A TVC, part of the campaign, will be rolled in the second phase.”
The association of the station with Niigaam comes just as the station launches its new music positioning – Chillax Hits – in Mumbai and Delhi, which promises listeners a distinct music format which will de-stress and help them relax, whenever they tune into the station. Big FM too is going the maximum songs way – it plans to play seven songs in back to back format, with an intention of playing 12 to 13 songs per hour. Big FM, that will soon complete three years of its existence, has also undertaken in house research to gauge music preferences of listeners in smaller towns as well. Delhi and Mumbai are the metros that kick off the Chillax experience though.
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Other changes too are in the offing at the Mumbai station, although officials are loath to comment. RJ Meera has already joined the station, shifting from Radio Mirchi, and is likely to host the morning Big Chai show with Shrikant, earlier co hosted by Archana Jani.
Announcing the alliance with Niigaam in Mumbai on Wednesday, Big FM COO Tarun Katial said, BIG 92.7 FM is introducing a new exciting music format – Chillax Hits that promises the listener an aural treat. Our new music positioning represents superlative music that is â€?easy’ to listen to, giving listeners a truly de-stressing experience, qualities which are best epitomised by Sonu Niigaam. Our association with him goes back a long way, right since the inception of BIG 92.7 FM and he was the most natural choice for our brand ambassador. Sonu has offered the country some of the best Chillax Hits and has earned the respect and love of not just people in India, but from Indian’s across the world. We are delighted to have him as our brand ambassador….
The new format has been decided post detailed research and qualitative studies done in these markets, says the station. The music mix of the Station is being carefully selected to ensure listener delight – this is ensured through weekly testing of songs that fit the Chillax space and only songs that score high on popularity and likability feature on the stations play list. The entire week is being celebrated as the Chillax Week on the Station, well packaged both on air as well as on ground.
Says Niigaam, The intrinsic value of any genre of music is to relax the listener. Relaxing is a therapeutic act, and Music is the Healer. â€?Chillax Music’ from Big 92.7 FM is the healing station for today’s generation. With stress levels on the rise, â€?Chillax Healing’ is the need of the hour. I look forward to a long lasting music association with Big 92.7 FM…
Sonu Niigaam’s association with Big FM goes back a long way, beginning with him mesmerising Indians with the Suno Sunao Life Banao stationality on Big FM. The jingle played across the length and breadth of the country during the time of launch and caught on quick with audiences.
In the last three years, the station’s association with Sonu Niigaam has seen the launch of his music single Punjab Please, exclusively on the network. The song was played across the networks Hindi markets and was a super hit! In the same year, he also hosted the Rock with Sonu – 5 city musical concert which was a super success. In 2008, Sonu Niigaam also graced the launch of Big 92.7 FM’s first international radio station in Singapore called BIG Bollywood 96.3 FM while wishing the Station an excellent future. And today, he gives his very own stamp of approval to the radio station with his brand ambassadorship.
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