Big FM's 'Bollywood ishtyle' campaign for Big 30 Countdown

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | April 22, 2010
The advertising campaign for the show was created by Rediffusion Y&R

Big FM Delhi is busy painting Delhi and NCR in Bollywood colours, with the launch of the Evening Drive campaign to promote its recently launched show, Big 30 Countdown.

The radio station has launched an integrated marketing campaign to spread word about the new show, which entertains listeners with Top 30 songs of the week every day from 7 pm to 10 pm. The new offering is a potpourri of Bollywood songs and gossip, delivered by Big FM RJ (radio jockey) Nitin.

The advertising campaign for the show has been done by the creative agency, Rediffusion Y&R. The six week campaign, comprises hoardings, canter activity, mall and petrol pump activations, coupled with RWA contact programmes, targets listeners in Delhi and NCR.

Commenting on the importance of Big 30 Countdown and the heavy marketing push furthering the cause of the show, Ashwin Padmanabhan, station director, Big 92.7 FM Delhi, says, "The evening time band is proving to be as big as the morning time band. The idea is to strategically build and own the evening time band with a great product and we are backing up our quality offering with an equally interesting campaign.

Big 30 Countdown is not just another RJ based show. Instead, it is a unique mix of music and entertainment as a lot of packaging has gone into putting the show together."

The communication message at the heart of the campaign revolves around mixing and matching different movie titles to create new catchy and twisted phrases. The outdoor creatives have made use of movie titles such as Sex, Love Aur Dhoka; Karthik Calling Karthik; My Name Is Khan; and Kaminey to create curiosity about the show.

As part of the Evening Drive initiative, the radio station has tied up with BPCL petrol pumps, where its promoters interact with people stopping for a refill during evening hours. Promoters ask commuters to tune into Big FM for Big 30 Countdown and ask them a few questions related to Bollywood movies and songs, with the winner getting attractive prizes.

This activity is being conducted at 50 BPCL petrol pumps. According to Padmanabhan, in the first week of the tuning in activity, the radio station tapped almost 10,000 people.

Another on-ground activity involves canter promotions, where branded Big FM canters are positioned at crowded places such as the Punjabi Bagh market and Sector 18, Noida, on weekends. The crowd is invited to play games and sing songs to win Big FM merchandise and goodies.

Big FM has undertaken extensive branding exercises in malls such as TDI, Shipra and DLF in and around Delhi and NCR. It is also attracting commuters' attention at metro stations, including Rajeev Chowk, Kashmiri Gate and Vishwa Vidyalay stations.

In addition to the regular hoardings put up in and around Delhi, the radio station is bombarding people with the news of the launch at crowded market places such as Greater Kailash, Defence Colony, South Extension and Saket, by advertising on six LED screens installed in these markets. Every day, Big FM runs at least 60 advertising spots on these screens.

Besides this, the radio station is running similar ads on 1004 LCD screens installed at McDonald's outlets and coffee shops. Also, the radio station is extensively promoting the show on its own airwaves throughout the day.

Padmanabhan concludes, "Big FM is looking at using Bollywood as a positioning peg for wooing its listeners. The brand is looking at launching Big 30 Countdown on the other Big FM radio stations as well. The radio station is also looking at coming out with a television commercial to announce the pan-India launch of Big 30 Countdown. The TV campaign will be out in May."

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