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MUMBAI: BIG FM recently concluded its landmark show, Muthoot Blue ‘Dhun Badal Ke Toh Dekho with Vidya Balan’ presented by Muthoot Fincorp Ltd on a rousing note. The show touched over 1.66 crore listeners across the four metros. (Source: RAM (Product of TAM Media Research Pvt. Ltd.) | TG – 12+ all | 25 March – 8 June 2019 | Markets – Delhi, Mumbai, Bangalore, and Kolkata | Timing – During Show Hours). The program, which intended to bring about a positive change in society, garnered reach of over seven crores across digital platforms.
The show aimed to drive compelling and engaging discussions around topics that deeply affect the society, along with a thought-provoking monologue by Vidya. This was followed by the opinions shared by the experts, thought-leaders, and celebrities including Zoya Akhtar, Ali Fazal, Sunny Leone, Taapsee Pannu, Neena Gupta among others which further enhanced the whole experience. The show, which aired every weekday evening from 7 PM to 9 PM with repeats on Saturday and Sunday, encouraged people to come forward and be a part of the conversation. Each episode brilliantly dealt with issues ranging from mental health, body shaming, new age parenting, adoption, child abuse and much more while amplifying the innovative and creative aspect of programming. Furthermore, hard-hitting video monologues, created as a digital extension of the show managed to strike the right chord and also went viral with audience reactions.
Commenting on the show and the success it has achieved, THWINK BIG BIG FM country head – product, marketing Sunil Kumaran said, “The show stood true to our brand’s ethos of ‘Dhun Badal Ke Toh Dekho’ and successfully managed to strike a connect with the listeners from various perspectives. We, as a network, have always believed in inspiring people by sharing the stories of courage and strength and ‘Dhun Badal Ke Toh Dekho with Vidya Balan’ perfectly resonated with this belief. As a host, Vidya Balan has done absolute justice to the show and has very well engaged with fans across the country. Also, the captivating programming further helped us gain more traction on the radio station as we added more listeners to it. As we move from ‘mere entertainment to entertainment with a purpose’, we strive to influence people’s thinking with more such engaging shows for a better tomorrow.”
Commenting on the success of the show, superstar and RJ Vidya Balan shared, “I have thoroughly enjoyed hosting the show and it feels good to receive this marvelous response. The concept of the show was simply wonderful. Though I have played the role of an RJ twice on screen, in real life it was new to me which I accepted as a challenge. Through this show, I learned so many perspectives which further expanded my thought-process and thus helped me to gain a better understanding of the critical issues that affect our society. I will cherish this experience as an RJ on BIG FM all my life.”
Commenting on the culmination of this iconic show from presenting sponsors Muthoot Fincorp chief marketing officer Sanjeev Shukla stated, “Dhun Badal Ke Toh Dekho provided us with a great opportunity to propagate Blue-soch – the courage, grit, determination, and self-belief that helps the common-man fulfill his dreams, through product integrations, Blue-Soch hour (Experiences of actual customers & knowledge shared by experts from Muthoot Fincorp Ltd) and stories of Real-life blue soch heroes. It was our small attempt to salute the blue soch present in every common man and woman and let them know that we, at Muthoot Fincorp, are always there to support the extraordinary blue soch of our customers.”
The show, which was launched with a vigorous 360-degree campaign and innovative promotional practices across platforms, beautifully recognized exemplary stories of real-life people who have changed perceptions and the way in which society thinks and behaves. Adding to this, listeners from across the country reached out to the radio network to openly discuss taboo topics and empathize with the issues showcased.
