BIG FM and Paras Pharma launch campaign to promote Moov brand

BIG 92.7 FM offering Paras Pharmaceuticals Ltd., India’s leading FMCG Company which has shown much innovation in products in the pain management segment, an excellent innovation which will help them reach out to audiences both on air and on ground, across Bangalore. The innovative campaign sees three stages- Exertion, Pain and Relief targeting mainly the working professionals in the age-group of 25+. The objective of the campaign is to position ‘Moov Neck and Shoulder’ as a special treatment for working professionals who spend long hours in office and are hence susceptible to neck and shoulder pain. The activity kick-starts on October 8, 2009 and will run until 16th October, 2009

BIG 92.7 FM has chalked out an innovative wholesome programming strategy for ‘Moov – Neck and Shoulder’ with complete product integration into its content…

Stage-1 (Exertion): starts with the programming head announcing overtime for RJ’s as work demands it. RJ’s begin cribbing and sulking about the overtime on air…which leads into the next show

Stage-2 (Pain): starts with complaining from neck and shoulder problems due to overtime and exertion, RJ’s cannot move due to the severe pain, continue to host the show with bad pain, this extremeness leads to RJ’s revolting and refusing to host the show till they are relieved of the pain.

Stage-3 (Relief): The programming head, considering the severe pain manages it by finding a solution- gives massage to RJ’s with ‘Moov Neck and Shoulder’ and keep the work rolling

The aforesaid on-air campaign leads into the innovative on-ground campaign aptly titled ‘EOD (end of the day) Time to Move your Neck and Shoulders’ to unfold in workplaces/corporates with RJ’s mentioning and running promos to visit the work places, create awareness and relieve people from pain. The activity at work places begins with employees undergoing warm-up sessions mainly neck and shoulder engagement activities that involve a lot of physical exertion like hold weight, Nintendo WII and chair dance. Employees will be invited to do few shoulder exercises using dumbbells under the supervision of an expert. Games will be played around weight lifting wherein employees will be asked to hold the dumbbells (in the shape of Moov pack), the one who holds for the longest time wins.

Post the exhausting warm-up session & games, employees will be given massage by masseurs using ‘Moov Neck and Shoulder’. RJ’s will take the bytes of the employees who were relieved from the pain, song dedications will be made from the work-place. The winning executives of different departments will be given certificates which acknowledges them for keeping the ‘neck and shoulder’ high of the department. Winners will also get to win gift hampers and shopping vouchers. The activity thus truly lives the meaning ‘End of the day, Time to move your neck and shoulders’ when employees get together for a small office party. BIG FM’s constant endeavour in providing entertainment of significance and using the radio platform meaningfully has led to yet another radio innovation.

This activity in association with Paras Pharma is an attempt to promote the new ‘Moov Neck and Shoulders’ to its right TG majority of who are core radio listeners in the age-group of 25+. The campaign also effectively promotes ‘Moov- Neck and Shoulder’s’ unique anti-inflammatory system which acts fast to reduce swelling and inflammation and thus relieves pain.

Commenting on the above initiative, Sunil Kumaran, Station Head – Bangalore, BIG 92.7 FM said, “BIG 92.7 FM is known to offer great solutions to brands to innovate through our offerings. We have an extremely talented team that conceptualizes and ideates as per Client requirements and offers tailor made solutions and our plan for Moov- Neck and Shoulder promises to engage audiences as they relate to what the RJ’s enact on air. The contact program at offices also promises a relaxing experience and we are confident that Bangaloreans will come forward in large numbers for the Team to come over for the Moov experience. We thank Paras Pharma for choosing BIG 92.7 FM as we look forward to servicing Client requirements and treating them to the exclusive BIG service!”

Commenting on the above initiative, Ajay Rawal, General Manager, Paras Pharmaceuticals Ltd. said, Paras is always known for developing new categories and the new “Moov Neck and Shoulder’ is another example of our ability to create new product categories. Moov Neck and Shoulders is mainly targeted to working professionals who work for long hours on computer, constant strain results in swelling and inflammation of the neck and shoulder muscles and hence pain. What better option than Bangalore when the major chunk of working professionals work in the city. Since its’ an insightful fact that our TG is always on move and rides high on radio through out the day, also with radio category widely matured in Bangalore, we have partnered with BIG FM for this endeavor.

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