MUMBAI: After its success of the arm wrestling championship- Ambuja BIG Panja League in Northern India, it was time for BIG FM to venture into more sports and attract listeners to their radio station. The first installment in the sports category is Volleyball.
Speaking to Radioandmusic.com, BIG Rural business head Vineet Mittal said, “Already in production, we have The Big Folk Star- a folk music based contest, a comedy show and ‘Mere Desh Ki Dharti’- a radio show addressing issues on agriculture. Along with this we have started planning the next properties that would work in the Tier II and Tier III cities.”
There is already a sports property ‘BIG Panja League’ that was launched to find the strongest arm wrestlers of the region to participate in an arm wrestling championship to showcase their strength.
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Adding to their expansion plan, Mittal pointed out, “In South India, we plan to expand as we want to evolve, but before that we would like to understand the sensibility of the market.”
Gillette Guard Big Disha won a gold award as the ‘Youth Campaign of the Year’. The campaign was conceptualised to offer critical career advice and career counseling to youth in schools and colleges in small towns. It reached out to over 6 lakh youth across 325 towns through career and grooming workshops in regional languages. This year, the campaign was launched also as a radio program called ‘Gillette Guard BIG Disha with Neelesh Misra’ on BIG FM.
Addressing the win, Mittal said, “Our properties aggregate people in tier II and III cities and outskirts. For instance, BIG Disha which is an informative campaign clicked with rural and urban population in the Hindi speaking regions which pushed us to extend it to radio. All the properties are a continuous initiative. RBNL is committed to reaching to people through various means.” Apart from Gillette Guard Big Disha, Ambuja BIG Panja League and ‘Close Up Antakshari’, each won a bronze award for being ‘Integrated Campaign of the Year’ and for being ‘Best Radio Campaign of the Year’ respectively at RMAI (The Rural Marketing Association of India) Flame Awards 2013.
He also hinted that BIG Disha might soon become a bi-yearly property.
