Big FM scouts for loyal listeners

Big FM has set out on a unique marketing drive to attract first time listeners to tune in. It includes a tie-up with Big Bazaar all over the country

Big 92.7 FM, the radio station from Adlabs, which began launching a slew of FM stations across the country late last year, has initiated marketing activities on a big scale. The activities are aimed at creating a loyal audience base and getting listeners to sample Big FM across the country.

To begin with, the radio station has installed single frequency radio sets in rickshaws and taxis in various cities. In Mumbai, for instance, 8,000 auto rickshaws have been fitted with radio sets and two speakers, and have also been branded inside and out. Anand Chakravarthy, national marketing head, Big 92.7 FM, explains, “The single frequency radio sets cannot be tampered with and ensure at least 20 minutes of captive listenership, so the scope of getting an audience is good.”

Big FM has plans to tie up with all the Big Bazaar outlets across the country, so that only Big FM will be played in all the stores of the chain. As of now, Big Bazaar outlets in Mumbai, Delhi, Bangalore and Kolkata have been tied up. This will be extended to other cities.

The radio station is also cashing in on malls, restaurants, beauty parlours, retail shops and coffee shops to ensure sampling. “Sampling opportunities are immense in these areas, as the medium is consumed at all times, whether travelling or shopping. That’s why we are investing in radio playouts at various locations,” Chakravarthy says.

Big is also conducting on-ground events such as walkathons, kitty parties, RJ parties and live shows from listeners’ homes. It has an activation unit, Big Reach, operating from Bangalore, which combines on-air and on-ground activities.

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Adlabs Big FM Anand Chakravarthy