Big FM undergoes revamp; expands music content with leading music labels
Big FM has announced a complete revamp with a brand new perspective, logo and brand positioning, along with refreshed music, new shows, new talent, and a new jingle by Sonu Nigam. Big FM’s aim of being a ‘Thought Inspirer and an agent for positive change’ is reflected in its new positioning – ‘Dhun Badal Ke Toh Dekho’.
The radio networked had welcomed the new year with the launch of #IAmNotSorry, a campaign to celebrate individuals who walked off the beaten path of life and broke social stereotypes. The campaign saw huge success with everyone – from listeners to celebrities – sharing their own life instances of #sochbadlo moments and are not sorry for it. This key messaging will now form a part of the larger brand positioning of the radio network to encouraging listeners to ‘think differently’.
Speaking on the brand repositioning, Sunil Kumaran, Country Head, THWINK, Big FM, said, “Big FM is evolving with the changing times. With the new positioning, Big FM will play a meaningful, relevant and compelling role in lives of consumers. It will not just be about entertainment, but a brand that has a purpose. With its extensive reach, localised content and credible RJs the brand will play the role of a ‘thought inspirer’ and an agent of positive change in society. Our new tagline of ‘Dhun Badal Ke Toh Dekho’ reflects the philosophy that ‘Changing the world for the better starts with changing your thoughts’. If we want real change, it is important that we are not rigid in our approach and thinking but are open to looking at things from multiple perspectives.”
Sonu Nigam has lent his voice for the ‘Dhun Badal Ke Toh Dekho’ song that brings alive the new brand positioning. The audio and video format of the song went live from January 14 on-air and across social media and other assets of the radio network.
Watch the video:
Realigning the programming to reflect the new positioning, Big FM has refreshed the music promise, playing the favourite music tested with the audience besides bringing on board some big names from the radio and entertainment space across all key markets. Vrajesh Hirjee will host ‘Mumbai Maska Maar Ke’ a fresh perspective on life in Mumbai.
Some of the iconic shows are evolving with new formats and innovations. ‘Suhaana Safar with Annu Kapoor Take 2’ will witness thought provoking ‘dhun badlo’ stories from yesteryears. ‘Yaadon ka Idiot Box with Neelesh Misra’ in its new avatar will feature topical themes and new styles of story-telling. Movie reviews take a twist with Padma Shri Bhawana Somaaya in a brutally honest movie review show, called ‘Godmother of Reviews’ and fitness expert Simmi Sakhuja launches ‘Jo Fit Hai, Woh Hit Hai’, a practical and target-based fitness regimen. The station will reflect the new positioning in all aspects of its brand and communication.