Mumbai : After meeting with stupendous success for the very pioneering initiative of local music awards across the regional languages of Kannada, Telegu, Bengali and Marathi, Reliance Broadcast Network Limited’s experiential marketing wing BIG Live, is taking the music awards deeper into the country with more localised music awards in the regional languages of Oriya, Rajasthani, Gujarati and Punjabi. These awards are part of the vision and endeavour of the company to reach, engage and enrich consumers, through the power of relevant ideas, creating ever growing value for its stakeholders.
Each of the regional music awards has seen the local music, media and consumer groups coming together to re-affirm their belief in local music and render support. So the BIG Ugadi Music Awards in Telegu had Nokia as sponsors, the Bangla Music Awards had Idea Cellular on board as sponsors, the Kannada Music awards saw Bharathi Cement coming forward and the Marathi music awards across the Maharashtra and Goa stations saw Godrej’s GoodNight Advanced sponsoring the initiative. Regional television channels like ETV and Suvarna TV came forward to air the telecast of the awards. The proof of the pudding came from the recent TAM ratings which witnessed the Idea Big Bangla Music Awards skyrocketing ETV Bangla’s ratings with an average TVR of 2.98 against 0.96 for Star Jalsha & 0.46 for Zee Bangla (Source: TAM; Avr TVR 19:30-22:00; CS ABC 15+), which only re-affirms how successfully these local music awards work.
India is culturally rich in music and RBNL’s radio vertical, 92.7 BIG FM has always believed in offering localized content, across its 45 stations. This opened windows to the rich music library, strong relationships with music stalwarts offering rich and diverse regional music and a huge local consumer base which demonstrated its support to regional music by making the stations leaders in their respective cities.
Ensuring it is living up to its multi-media offering, RBNL’s BIG Live amplified the music awards on the radio network BIG FM and saw its events division BIG Events host the event.
Speaking on the occasion, Mr. Arjun Singgh Baran, Business Head – Intellectual Properties, BIG Live said, “The concept has received such excellent feedback and support that it was only imperative that we took this initiative deeper into the country. We look forward to soon launching the first ever and only music awards for Oriya, Gujarati, Punjabi and Rajasthani music. We are confident that innovative and pioneering properties such as these will see us build excellent partners. We plan to build a franchisee of brand properties on music and several similar genres.”