The 72-hour-long, on-air reality challenge commemorates World No Tobacco Day.
92.7 Big FM has launched a distinctive campaign - 'Sutta Chhod De Yaar' in a bid to create awareness about the dangers of smoking and consuming tobacco, and celebrate the decisions of those who want to kick the habit.
Three contestants with the most motivational responses across 24 markets (metros and major non-metros) have been selected to take part in one of the most gut-wrenching three-day contest, which started on May 28. However, just kicking the habit is not enough, as Big FM challenges participants by first proving if they can quit for at least 72 hours. Over the span of three days, Big FM will monitor participants 24/7 under the supervision of experts and doctors. Participants are being given various challenges with real-time hourly updates on-air, thus testing their resolve to quit smoking or consuming tobacco, the radio channel said.
'Quit karnewala loser nahi winner kehlata hai' is the message that Big FM wants to promote through this radio reality challenge, looking for courageous citizens who are ready to test their willpower to kick the habit in front of the whole city and emerge as an inspiration.
As the shortlisted contestants withstand the three-day task, RJs will give live hourly updates about how they are holding up. Moreover, friends and relatives across the country will also be calling in to the radio network to offer their support to the contestants, while celebrities, reformed smokers, renowned doctors will be brought on air to talk about the ill-effects of smoking and share experiences. The contestant who completes the three-day challenge will emerge as the final winner.
The show is being promoted through screened calls on air with emotional and intense facts about the participants being shared once every hour on the network.