Kolkata : 92.7 Big FM, the radio arm of Reliance Broadcasting Network Ltd. has announced the launch of its Kolkata Station’s Breakfast show campaign aptly titled Natun Sur, Sadh & Khela, meaning Kolkata’s new spirit of songs, taste & sports with RJ Koushik on the breakfast show Big Chumuk. The campaign launches backed with the insight, that the contemporary Bengali wants to hold on to the traditions of his upbringing while at the same time, enjoying the changes taking place around him.
With the core thought around the campaign being “Changing Bengalis, Unchanging Bangaliaana”, whereby BIG FM brings to you the best of both your worlds, traditional & contemporary. The campaign communication is around the four pillars of Bangaliaana, viz., Music, Sports, Movie & Food which a contemporary Bengali is passionate about. Ensuring a holistic approach to its communication this breakfast show campaign makes full use of the integrated offerings from the Reliance Broadcast Network stable ensuring surround sound through the effective use of experiential marketing through BIG Live and online and mobile solutions through BIG Digital along with an effective outdoor, television and print campaign.
Big Chumuk is the action packed, energizing and highly engaging breakfast show weekday mornings between 7 to 11am by RJ Koushik on BIG FM. The show is appealing to the modern people of Kolkata who have adapted to the changing global dynamics, firmly rooted to the traditional values of the Bengali culture. Hence whether it is the favourite Mohun Bagan or Manchester United, Ghugni or Momo, Ranbindrasangeet or Bangla rock, RJ Koushik will be heard taking listeners through these updates along with the best music mix ever, ensuring just the right proportions of Natun Sur, Sadh & Khela. The essence of this fine blend of tradition & modernity is aptly captured in this new campaign.
On Ground RJ Koushik is reaching out to people by hosting live shows from Bazaars on Saturdays, giving updates on the rising food prices & taking people On Air sharing their views with the listeners. There are also various on ground contests & games whereby the people in that particular bazaar win fish & vegetables by participating in the contest. Then there is Para picnic every Saturday where RJ Koushik visits a para every week & have a fun time with the para people with servings of “Ilish Fish” & “Khichuri” which is the traditional taste of Bengali during monsoons. Live shows are also done from various breakfast joints in the city.
On Air RJ Koushik brings to you updates & interesting tit bits on topics of food, sports, movies & music. There are celebrity interviews & listeners calling up to share their views on various topics & participating in contests with loads of BIG FM goodies on offer.
RJ Koushik says “In addition to the exclusive 4 hours of non stop Bengali music on the breakfast show, through this campaign, we will introduce various facets of discussion and updates on topics which a Bengali is passionate about. Hence whether there is a football among the traditional clubs of Mohun Bagan & East Bengal or it’s Manchester United versus Chelsea, my listeners have an opinion which they want to share with others, besides getting updates. It is this passion that we bring in our show. Similarly you can listen to your favourite Rabindrasangeet & bangla rock in the same show which makes the show unique and appeals to the contemporary Bengali who still holds on to the tradition of his upbringing.”