Bhubaneswar: 92.7 BIG FM, one of India’s largest radio networks welcomed the new year with the launch of #IAmNotSorry, a campaign to celebrate individuals who walked off the beaten path of life and broke social stereotypes. The campaign saw huge success with everyone from listeners to celebrities sharing their own life instances of #sochbadlo moments and are not sorry for it. The campaign gained huge participation from celebrities including Prasoon Joshi, Shankar Mahadevan, Sonu Nigam, Ayushmann Khurrana, Nargis Fakri, Richa Chadha, Ali Fasal, Sunny Leone, Sonu Sood to name a few. This key messaging will now form a part of the larger brand positioning of the radio network to encourage listeners to ‘think differently’. BIG FM intends to be a ‘Thought Inspirer and an agent for positive change. This is the essence of the new positioning of Big FM – ‘Dhun Badal Ke toh Dekho’.
Sonu Nigam has lent his voice for the inspiring ‘Dhun Badal Ke Toh Dekho” song that brings alive the new brand positioning. The audio and video format of the song went live from 14th January on-air and across social media and other assets of the radio network. The video has gained positive traction on social media with close to 600K views on Facebook alone.
Sharing his thoughts about the song, singer Sonu Nigam said, “Music has the power to influence minds positively. I feel any music that is warm and mature, forms a deeper bond and caters to a wider set of audience. My recent song ‘Dhun Badal ke Toh Dekho’ for 92.7 BIG FM is just that, it builds a positive mindset for listeners. It has a sweet and soothing background score and singing it in Bengali made me love it even more. I instantly agreed to sing it as I could connect with the meaningful lyrics. I am sure it will resonate with the audience and encourage them to think differently.”
On the brand repositioning Mr. Sunil Kumaran, Country Head, THWINK, BIG FM stated, “BIG FM is evolving with the changing times. With the new positioning, BIG FM will play a meaningful, relevant and compelling role in lives of consumers. It will not just be about entertainment but a brand that has a purpose. With its extensive reach, localised content and credible RJs the brand will play the role of a ‘thought inspirer’ and an agent of positive change in society. Our new tag line of ‘Dhun Badal Ke Toh Dekho’ reflects the philosophy that ‘Changing the world for the better starts with changing your thoughts’. If we want real Change, it is important that we are not rigid in our approach and thinking but are open to looking at things from multiple perspectives.”
Realigning the programming to reflect the new positioning, BIG FM has refreshed its music promise, playing timeless and favourite music tested with the audience, besides bringing on board some big names from the radio and entertainment space across all key markets. Vrajesh Hirjee will host ‘Mumbai Maska Maar Ke’ a fresh perspective on life in Mumbai. Some of the iconic shows are evolving with new formats and innovations. ‘’Suhaana Safar with Annu Kapoor Take 2’’ will witness thought provoking ‘dhun badlo’ stories from yesteryears. ‘’Yaadon ka Idiot Box with Neelesh Misra’’ in its new avatar will feature topical themes and new styles of story-telling. Movie reviews takes a twist with Padma Shri Bhawana Somaaya in a brutally honest movie review show called “Godmother of Reviews’’ and fitness expert Simmi Sakhuja launches “Jo Fit Hai, Woh Hit Hai” a practical and target-based fitness regimen. The station will reflect the new positioning in all aspects of its brand and communication.