afaqs!

Big FM meets creative agencies

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | March 14, 2013
The pitch is underway in Delhi.

Reliance Broadcast-promoted radio network Big FM is on the lookout for a creative agency.

Big FM

The process started a week or two ago and is currently underway in Delhi. Sources close to the process inform that one round of preliminary conversation with agencies is over and the process is set to slip into the next stage. Presentations will be held shortly.

In early 2010, the brand had changed its jingle; the then new tune was introduced in three formats -- morning and evening hours (Big FM main jingle), noon (acoustic) and night (slow).

Around January 2012, Big FM rolled out a new positioning and brand identity, 'Celebrations of Life'. The month-long campaign to promote the same included flash mobs and on-ground activations (in malls and colleges) across 45 cities, and digital communication. Saints & Warriors worked on the brand's repositioning as a project. Marching Ants has been Big FM's creative agency in the recent past.

Before this repositioning, the radio channel's tagline was 'Suno Sunao, Life Banao'. Since 2012, the new one, targeted at audiences in the 25-plus age bracket, was launched. It was recorded in 14 different languages including Hindi, Telugu, Malayalam, Tamil, Kannada, Marathi, Gujarati, Punjabi, Dogri, Kashmiri, Oriya, Bengali, Assamese and Konkani.

To popularise it, the company also planned online promotions such as mailers, ringtone downloads and promotions through Facebook and YouTube. The jingle was also promoted on television channels across its own network, including Big CBS channels, Big Magic and across all Big Cinema theatres.

As reported by afaqs! earlier, Big FM launched its first station in September 2006 and expanded to a 45-station network in 18 months.

Currently, 92.7 Big FM has a network presence across 45 cities, over 1,200 towns and more than 50,000 villages. The channel boasts a weekly reach of 4.3 crore Indians, nationwide.

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