New Delhi : BIG FM, radio initiative of Reliance Broadcast, today launched its new positioning with fresh content and a format which will give the station a distinct sound, away from the clutter of other radio stations in Delhi .
For the first time, a radio station will go where no one else has dared to: taboo subjects, prying tone, intruding intentions, informed insider, challenging and exploring bollywood’s underbelly. The biggest ,most secretly-guarded and scandalous bollywood secrets will be unveiled by RJ Vidhi from 7-11 am every morning on the station’s breakfast show: Dilli Ki Metro. Big Bollywood stars in their own voice will exclusively let RJ Vidhi know their side of the story on love, life and relationships..
As part of the new positioning, Bollywood’s hitherto unknown secrets about stars and stardom, several innovative edgy segments in the breakfast show – “Dilli ki Metro” like Khul ke bol, Imagine kar na and Cheaters have been introduced and new shows post breakfast show such as the Gossip Queen of Bollywood: The Pammi Aunty Show, One on One with Ali and Emotional Achaar with RJs Zainab and Apar will take the tempo ahead.
The new positioning “Bollywood Secrets” is at present being extensively promoted through a 360 degree campaign in Delhi. The four week campaign has a mix of static and transit outdoor media, print, online, sms based communication, metro stations branding etc . The ATL communication is supported with activations across the cities to drive tune-ins during the show. The activations will happen across malls, RWAs, hangout zones and market places.
Commenting on the new positioning, Sudha Sadhanand, Radio Operations Head, 92.7 BIG FM – Delhi, said “We are very excited about launching a new positioning in Delhi. It will fulfill a strong need of listeners – which has been proven through research and we will be the only station to give them their daily dose of Bollywood in the most naughty and edgy way. The mix of content and music will be engrossing and entertaining, given that it is what the listener wants in a market which is on a repeat format mode all across.. We are proud to be India’s first Radio Network to bring this unique format in Delhi for its discerning listeners.”