Big FM TVC creates unique collaboration between Bollywood and Radio

Mumbai: 92.7 BIG FM, the radio arm of Reliance Media World Ltd. has launches its latest television commercial, to promote its show BIG 30 Countdown, endorsed by none other than Bollywood heart-throb Hrithik Roshan. The television commercial sees Bollywood and Radio, coming together for the first time ever to promote the station and the movie, in a truly unique way.

The TV commercial brings together the soon to be released blockbuster film KITEs and India’s No. 1 FM Station 92.7 BIG FM, and will hit television screens on May 5, 2010. The commercial centers around the BIG 30 Countdown, BIG FM’s daily national evening drive show, which air’s across 36 stations in the network. The show, BIG 30 Countdown features latest music and Bollywood gossip, the biggest stars, the biggest music hits and the latest blockbusters making it ideal to associate with KITEs, featuring Hrithik Roshan, Barbara Mori and some fantastic music.

The BIG 30 Countdown is designed to give listeners the best possible “re-charge” each evening, after a hard days work. Hrithik as an actor himself goes through long hard days and needs entertainment each evening that helps him unwind. It was these 2 simple truths that were picked up by the creative agency Rediffusion DY&R, who have created a meaningful and entertaining TVC using Hrithik Roshan the way he is in real life - a busy, hardworking superstar.

The storyboard is kept simple, Hrithik, after a tired day of shooting, retires to his car, turns on the radio - tunes in to 92.7 BIG FM’s BIG 30 Countdown. Along with KITEs music in the background, rushes of the film depicting action, song-dance and shararat play as Hrithik asks audiences to tune into the show just like he does each evening. The television commercial concludes with an extremely relaxed Hrithik, enjoying a comfortable stretch having re-charged at the end of the day, echoing with the radio stations brand line ‘Suno Sunao, Life Banao’. A BIG Pictures and Filmkraft film, the TVC has been directed by Prasad Hegde.

Speaking on the soon to be released television commercial, Anand Chakravarthy, Sr. Vice President, Marketing, 92.7 BIG FM said, “FM and Bollywood have a symbiotic relationship, growing off each other. A lot has been done in the past between the two, but it has all largely remained on radio only. We found the synergy between Kites and our BIG 30 Countdown show worked excellently and therefore decided to create a television campaign vs just staying on radio. The BIG 30 Countdown, with an unbeatable mix of the latest music and Bollywood gossip is the show where we promote KITE’s and its music. Hrithik was fantastic and has, as always, done a great job. This partnership sets a new benchmark in the relationship between radio and Bollywood and you can always expect BIG FM to create more. ”

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