MUMBAI: Back in 2008, in the board room of 92.7 BIG FM, the team conceptualized the property called BIG Memsaab – which celebrates just being a woman! It was the outcome of detailed consumer home visits wherein amongst other feedback a key one that emerged was the lack of platforms and acknowledgement for the regular Indian housewife. There was a huge untapped opportunity and 92.7 BIG FM was quick enough to capitalize on the same with show called BIG Memsaab. The property was developed further into a televised show on BIG MAGIC quick enough giving it a visual extension. Encouraged by the stupendous success and overwhelming response received for the show in the Hindi heartland, the property now goes national across BIG MAGIC and 35 stations of 92.7 BIG FM and is scheduled to go on air this festive quarter.
BIG Memsaab becomes the first ever exclusive platform for home makers to showcase their talent. With no restrictions to the talent showcase, varied and never seen before talent has come to the fore in the past – ranging from bargaining skills to painting to showcase of physical strength to the regular singing and dancing. This exclusive and distinctively designed property comes as an answer to house-wives who lack a platform to showcase their talent and marketers who want to reach out to a clearly defined plum audience base.
With a reach to over 51 Million homes in India through BIG MAGIC and over 4 crore weekly reach through 92.7 BIG FM, and with BIG MAGIC placed amongst the top 20 channels across all platforms including DD Direct+ allowing reach to the deepest pockets of India, the property is poised for exponential reach and engagement.
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Speaking on the occasion, Mr. Sunil Kumaran, Business Head, BIG MAGIC said, “We are excited to take this property national. There has never been a show of this kind, since it doesn’t have any caveats to the talent that the women can showcase. The collective power the television and radio, makes BIG Memsaab a property with unmatched reach, greater cost efficiency, offering a deeper connect with audiences and marketers across markets.”
Ashwin Padmanabhan, Business Head, 92.7 BIG FM added, “The show on radio has received phenomenal response and we are happy to be extending this opportunity to women audiences further across India. We have seen entire families coming forward to encourage the woman of the house to participate in this talent hunt and are confident of a fantastic engagement with audiences and marketers alike.”
The property will be supported by a multi-media campaign across television, radio, print, digital and on ground. BIG Memsaab will be a 13 week property divided into phases like pre-promotions, city auditions, semi finale’s and the city finals, culminating with a national winner.
