The radio channel is organising a slew of on-ground events, hoping to create a buzz around the brand
Big FM, which recently launched four new stations across the country, has revealed its future plans for the rest of the calendar year. As a part of its marketing and brand building strategy, Big FM is organising on-ground events and other activities.
First in the line-up will be a celebrity cricket match, which will be held in the new 20/20 format. The winners will play against a team of celebrities from television and Bollywood. Another version of the match will be designed to be played by corporates online, and one will be a tie up with a charitable organisation. This event will be held in the month of September in Mumbai, Delhi, Kolkata, Hyderabad and Bangalore.
The Diwali season also calls for an on-ground event. A shop called ‘Big Loot’ will be set up in a mall and it will include items from selected brands. Winners chosen from an on-air contest will be asked to turn up at a given time and date at the mall, and they will be allowed to rush into the shop and pick up any item of their choice.
December calls for celebration. Big FM has come up with an innovative concept of ‘Ek Saal Free Maal’, where one lucky winner will get to stay free in a house in 2008, with all the expenses being covered by the radio station.
Manav Dhanda, programming head, Big FM, adds, “Apart from the main events, we have an interesting line-up of interactive shows with lots of contests to be won. Listeners can also win prizes and discounts ranging from 9.27 per cent to 92.7 per cent.”
“The strategy for promoting these events includes traditional media, banners, hoardings, mobile platforms, Internet partnerships, tie-ups with exhibitions, and so on,” reveals Anand Chakravarthy, AV-P, marketing, Big FM. “There are plans to extend the main events to other metros as well. This will create a brand image for Big FM and also get the essential listenership across the nation,” adds Chakravarthy.