afaqs!

Big FM rings in a new tone promising peppier identity

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | January 06, 2010
The radio station launched in 2007 has changed its jingle, emphasising the frequency instead of the brand name

Big 92.7 FM has just turned peppier and more groovy as it has adopted a new sound and jingle.

In radio parlance, the jingle or the signature tune represents the 'stationality' of the brand. Big FM has replaced its old jingle with a new one. The new tune has been introduced in three formats - morning and evening hours (Big FM main jingle), noon (acoustic) and night (slow).

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Since its launch in 2006, this is the first time that the radio station has gone for a change in its jingle. Talking to afaqs!, Nirupam Sonu, senior vice-president, programming, Big FM explains the reasons for embracing a new stationality, saying, "The motive is to bring in new and fresh stuff for our listeners. The last jingle was melodious, too. However, earlier, the stress was more on the brand name, Big FM. This time, the focus is more on highlighting the frequency of the radio station, which is 92.7 FM."

He adds that the change has been brought in with the understanding that frequency helps create and build recall value for the radio station. The new jingle will be heard across the Big FM network. It can be enjoyed in 13 languages, including Hindi, Assamese, Bengali, Gujarati, Kannada, Kashmiri, Konkani, Malayalam, Marathi, Oriya, Punjabi, Tamil and Telugu.

Sonu adds that the new jingle and sound adapted for the radio station is catchy, groovy and aspirational. The three formats capture different moods of the day. For instance, the tune for morning and evening hours is peppy and romantic, as compared to the laid back, soothing and relaxed sound during the afternoons.

The new jingle has been composed by music director Ranjit Barot and has been sung by Sonu Niigaam - the brand ambassador of Big FM. The original jingle also had the voice of playback singer Sunidhi Chauhan.

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