MUMBAI: BIG FM 92.7 BIG FM recently underwent a major revamp across 59 stations with its tagline transitioning to – Dhun Badal Ke Toh Dekho. Taking the thought forward, the radio channel has announced a completely new show based on its new positioning titled, Dhun Badal Ke Toh Dekho with Vidya Balan presented by Muthoot Fincorp and co-powered by VWash by Glenmark.
The new program is in the line of the general makeover the FM channel is going through. As told by BIG FM Thwink BIG Country Head Sunil Kumaran, “The idea is to reposition and redefine the brand. Also, our title Dhun Badal Ke Dekho says a lot as it means that try and change the way you look at things and things will change too. Radio has the capacity to inspire people to think. We just want to utilize it effectively.”
The show aims to give impetus to positive conversations on relevant social topics and aptly features Vidya Balan as the radio show host, who has already played an RJ in two of her career’s most successful films, Lage Raho Munnabhai, and Tumhari Sulu. About the channel’s choice – Vidya, Sunil stated, “We were not looking just for a good or famous face. Vidya brings in immense credibility with her. Therefore, when she would speak or give advice, there would be certain sincerity about it. The show is named as Dhun Badal Ke Toh Dekho with Vidya Balan and will bring imperative social topics to the forefront, encouraging people of the nation to open-up and participate in positive conversations about social challenges and issues.”
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To drive compelling discussions around topics that truly matter, the show will begin with a thought-provoking monologue by Vidya, followed by the views of experts, thought leaders and celebrities that will add to the whole experience. Amplifying innovation and creativeness in programming, each episode will take up a whole new topic ranging from mental health, new age parenting, adoption, body shaming, child abuse and more which will revolve around breaking the glass ceiling. In conclusion, Dhun Badal Ke Toh Dekho With Vidya Balan will recognize exemplary stories of real-life people who have changed the way the society thinks and behaves, to inspire the listeners. Funny comic-liners, Bollywood connect and Vox Pop with the public will be interspersed to enhance the engagement quotient of the show.
The programme will be in sync with BIG FM’s music promise ensuring that the listeners will be treated to trending music and tunes. Sunil also shares the clear philosophy that Big FM has for music, “We were probably one of the first channels to play retro songs, which was immensely liked. But we believe in testing our music. We are open to play all types of music but priority is to play favourite tracks and music genres.”
About the expansion and future plans, Sunil says, “We have a lot of new RJs and the same shifts is seen in our regional channels. For example, Bangalore has the very famous RJ Pradeepa now on air.”
The new show featuring Vidya Balan will witness heavy promotions with a robust 360-degree campaign, and innovative promotional practices and strategies across digital platforms. Slated to release in the third week of March 2019, the show will air every weekday evening from 7pm to 9pm, with a repeat telecast on Saturday and Sunday.
Meanwhile, Dhun Badal Ke toh Dekho with Vidya Balan was launched amidst much ado and pomp. It was a surprise to watch Vidya Balan in a new avatar. The audience was ready to see Vidya walk on the stage in a beautiful saree like she usually does, but Vidya entered rapping into the event. Yes! She rapped and with a lot of confidence. This happened to be her first ever live singing and dancing performance.
