afaqs!

Big FM raids kitchens

By Devesh Gupta , afaqs!, New Delhi | In Advertising | May 01, 2013
The radio channel from Reliance Broadcast Network has kick-started a campaign to spot the best cook in the Delhi NCR region.

Reliance Broadcast Network Limited (RBNL) owned radio channel 92.7 Big FM has initiated an activation titled 'Rasoi Ki Rani' to promote its show, Big Chef, which is aired daily between 1 pm and 2 pm with RJ Khanak.

Onground campaign by Big 92.7 FM

Onground campaign by Big 92.7 FM

Rasoi Ki Rani is a contest that takes its cue from the popular cooking show by the same name, which is aired on the network's television channels Big Magic and Spark Punjabi, and urges women to participate and showcase their culinary skills.

To participate, women can call and register through the radio station or send an SMS to 55454.

During the course of the campaign, the Big FM Delhi team will visit different parts of Delhi NCR to shortlist eight candidates who will be featured on the show, along with nine other special contestants to be chosen on-air.

The 17 lucky semi-finalists will battle it out in a cook-off round where Chef Rakesh Sethi will select nine contestants based on their cooking skills. The campaign will conclude with the felicitation of the top three winners by Chef Sethi and the crowning of 92.7 Big FM Delhi's first 'Rasoi Ki Rani'.

The campaign aims to connect with the 25+ women in Delhi NCR and increase its listener base, while retaining the current audience through engagement.

Big FM also plans to launch a microsit,e where it will publish the chosen recipes and feature the recipes on its Facebook Page (http://www.facebook.com/92.7bigfm?fref=ts).

Ashwin Padmanabhan

Ashwin Padmanabhan, business head, 92.7 Big FM, says, "The contest is an extension of our radio show Big Chef. Though the concept is very similar to the show aired on the network's channels Big Magic and Spark Punjabi, it is an activation. We have physically gone out to our listeners and interacted with them, which helps us in retaining them and extending our brand."

The month long campaign began in late March and will end in the first week of May.

Big 92.7 FM is part of Reliance Broadcast Network Limited. It also offers Big CBS, Big Magic, Spark Punjabi and Big RTL Thrill. The radio channel has more than 40 stations across the country.

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