Saints & Warriors to work on BIG FM's new positioning

Big FM has brought on board Saints & Warriors to manage its creative duties required to reposition the radio station. Saints & Warriors has won the business after a multi-agency pitch, in which several Mumbai-based creative agencies participated. This is the second win in a week for the agency, after it was assigned the creative duties of Fiat Motors.

Besides using radio as a medium, the communication that Saints & Warriors will devise will include ads on TV, print, outdoor and digital. The size of the account and spends on the media, however, could not be obtained at the time of filing this report. The campaign will break by the end of December 2011, or by the start of the next year.

Big FM will continue to work with Marching Ants, which handled the company's creative duties until now.

BIG FM launched its first station in September 2006, and expanded to a 45-station network in a record-breaking time of 18 months. Currently, the brand claims to have a presence across 45 cities, 1,200 towns and 50,000 villages, with a weekly reach of 3.57 crore Indians across the country. It is also looking towards expansion into new markets and geographies.

In early 2010, the brand had changed its jingle, emphasising on the frequency instead of the brand name. The new tune was introduced in three formats -- morning and evening hours (Big FM main jingle), noon (acoustic) and night (slow).