92.7 BIG FM announces the launch of ‘Dhun Dadal Ke Toh Dekho with Vidya Balan’
BIG FM, one of India’s largest radio networks recently underwent a major revamp across 59 stations with its tagline transitioning to ‘Dhun Badal KeTohDekho.’ Taking the thought forward, the radio channel has announced a completely new show based on its new positioning titled- ‘Dhun Badal Ke Toh Dekho with Vidya Balan’ presented by Muthoot Fincorp and co-powered by VWash by Glenmark. The programme aims to give impetus to positive conversations on relevant social topics and aptly features path-breaking star Vidya Balan as the radio show host for the very first time. Slated to release in the 3rd week of March, the show will air every weekday evening from 7pm to 9pm, with repeats on Saturday and Sunday.
‘Dhun Badal Ke Toh Dekho with Vidya Balan’ will bring imperative social topics to the forefront, encouraging the people of the nation to open-up and participate in positive conversations about social challenges and issues. To drive compelling discussions around topics that truly matter, the show will begin with a thought-provoking monologue by Vidya, followed by the views of experts, thought-leaders and celebrities that will add to the whole experience. Amplifying innovation and creativeness in programming, each episode will take up a whole new topic ranging from mental health, new age parenting, adoption, body shaming, child abuse and more which will revolve around breaking the glass ceiling. In conclusion, ‘Dhun Badal Ke Toh Dekho’ will recognize exemplary stories of real-life people who have changed the way the society thinks and behaves, to inspire the listeners. Funny comic-liners, Bollywood connect and Vox Pop with the public will be interspersed to enhance the engagement quotient of the show.
Talking about the upcoming show, Abraham Thomas, CEO, BIG FM said, “In these demanding times, people are expecting more and more from media brands such as ours. There is an expectation to bring purpose in to brands. In keeping with this expectation, we are moving from ‘mere entertainment to entertainment with a purpose.’ Our purpose is to influence people’s thinking. ‘Dhun Badal Ke Toh Dekho’ is BIG FM’s endeavour to inspire people’s thoughts for a better tomorrow.”
Sunil Kumaran, Country Head, Thwink BIG, BIG FM said, “BIG FM believes that as a brand it can ‘Inspire Thinking’ and through its line of ‘Dhun Badalke Toh Dekho’ we want to urge people to look at life from various perspectives and not be rigid in their approach. The show with Vidya Balan will bring out this philosophy in a never seen before format going across the country on the BIG FM radio network and on digital. The show picks up wide ranging topics right from serious to light-hearted ones with a promise that it will stimulate conversations. Driven by Vidya, the show will also have experts and other celebrities discussing these topics. The show starts by 3rd week of March on 92.7 BIG FM.”
Speaking about associating with BIG FM for the show, Muthoot Fincorp Spokesperson said, “We at #MuthootBlue always strive to help fulfil the ambitions of the masses and try and smoothen their painful but courageous journey for a better tomorrow. Empowering Human Ambition is our brand philosophy. BIG FM’s upcoming show Muthoot Fincorp presents ‘Dhun Badal Ke Toh Dekho with Vidya Balan’ affirms exactly the same sensibilities, making it an excellent choice to associate with, for our brand. We at Muthoot Fincorp, therefore, look forward to a fruitful and meaningful partnership.”
Speaking at the occasion Mr. Sujesh Vasudevan, President, Glenmark Pharmaceuticals said, “The show ‘Dhun Badal KeTohDekho with Vidya Balan’ seeks to add a much-needed dose of positivity around contemporary issues and obstacles faced by the society today. Vidya Balan, who incidentally endorses VWash Plus, is the embodiment of today's modern, progressive women who has achieved unique success on her own terms. Similarly, our brand VWash Plus offers a progressive, expert intimate hygiene solution to a prevalent need felt by women today. So in that sense it was a natural fit with Big FM's philosophy of Dhun Badal ke toh dekho. Also, BIG FM’s in-depth presence into the markets and regions where consumers are present along with strong marketing, only made our decision that much easier to associate with the brand and the show.
Commenting on the announcement of the show, superstar and now RJ Vidya Balan shared, “I am quite excited to be starting this new journey ....After having played an RJ on screen twice before , I am really looking forward to being a radio jockey in real life and directly connecting with people through this medium. The show's meaningful concept 'Dhun Badal Ke Toh Dekho' is bound to create positive conversations around current social developments and changes. I am glad to have this opportunity to encourage a positive mindset by reaching out to millions through 92.7 BIG FM.”
For such a captivating programming format that intends to enable positive social transformation, the influential Vidya Balan who has always changed perceptions with her unconventional roles, makes for a perfect fit for the show. The programme will be in sync with BIG FM’s music promise ensuring that the listeners will be treated to trending music and tunes. The new show will witness heavy promotions with a robust 360-degree campaign, and innovative promotional practices and strategies across digital platforms.