MUMBAI: Big FM known for its groundbreaking properties added the most requisite dimension of safety to its recently concluded awareness campaign in association with Jyothy Laboratories Ltd. One of the leading FMCG companies in the country, Jyothy Laboratories Ltd. partnered with Big FM for its first ever radio campaign for a social cause, ‘Buzzoff – Take a stand for your safety’. The campaign stressed on its core messaging of the need to ensure cleanliness in order to maintain a safe, sound and healthy lifestyle. The initiative spread across the five stations, Mumbai, Delhi, Kolkata, Bangalore and Hyderabad, went on-air on 20 August with a successful culmination on 31 August.
On their first ever association with Big FM, Jyothy Laboratories Ltd. Chief Marketing Officer and Director M R Jyothy said, “With this radio campaign, our aim was to maximize reach across five cities – Mumbai, Delhi, Kolkata, Bangalore and Hyderabad and associating with Big FM, the largest radio network, has helped achieve the scale in the best possible manner. Issues related to health and cleanliness should be treated on priority. Through this campaign we wanted to contribute our bit by educating and motivating the listeners to take a stand for their safety by maintaining clean surroundings to avoid mosquito breeding. Since we are present in the category of mosquito repellents through various formats like coils, liquid vaporizers and cards, it was easier for us to support this cause. The campaign based on the theme of ‘Take a stand for your safety’ resonates with the unique proposition of Maxo Magic Card, India’s only mosquito repellent card that comes with a Safety Stand. This stand keeps the lit card fixed at one place eliminating potential risk of fire thereby ensuring safety of consumers and the ‘3 Minute Swift Action Formula’ gets rid of mosquitoes.”
The campaign aimed at creating awareness among individuals, educated and motivated them to keep their surrounding clean in order to fight against deadly diseases like malaria, dengue during monsoon. During the campaign, many listeners called and interacted with Big FM RJs to tell them about the increasing growth of mosquitoes in their surroundings due to stagnant water and piling up of dumped garbage. Listeners shared their respective ward numbers and addresses with the RJs along with their concerns, which were taken care by the municipal bodies associated with the safety campaign. Numerous listeners connected with the initiative through twitter #MaxoMagicCard. The local municipal corporation of respective cities including the metros like Mumbai, Delhi, Bangalore Kolkata and Hyderabad supported the cause by activating their resources on-ground to clean the affected places mentioned by the listeners.
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Big FM through its mid morning shows encouraged the housewives to take a stand against diseases caused by mosquito bites, whereas evening shows did a post check of cleanliness and shared an update on what was reported in the morning show. RJ Dilipp, Rani, Kaushik among others spread awareness and involved more listeners for in the campaign through their shows.
Speaking about the association, Reliance Broadcast Network Limited CEO Tarun Katial said, “We are proud to be associated with Jyothy Laboratories Limited for their radio campaign, ‘Buzzoff – Take a stand for safety’. It is commendable that the FMCG Company has highlighted the most concerning issue and involved citizens to address it by reaching out to them through radio. It was a matter of respect for us to have associated with Jyothy Laboratories Ltd. for the noble cause being a radio station that has always been upfront in spreading social awareness. We look forward to many such associations and contribute our bit by educating listeners.”
The campaign was promoted through a robust multi-media promotion across key markets, including 360 degree marketing campaign. The radio network engaged with listeners and trade partners locally and nationally through multiple platforms.
