92.7 Big FM has partnered with ICICI Lombard General Insurance for ‘Do The Difficult’. The campaign revolves around the theme of engaging and inspiring people to live up to the promise of improving ones health by opting for a healthy routine.
92.7 Big FM and ICICI Lombard came together to make this struggle easier, with ICICI Lombard announcing a health insurance policy as a part of which consumers could enjoy health benefit reimbursements like Gym Fees, Zumba fees, etc.
Strengthening the association, the month long campaign witnessed 92.7 Big FM integrating its morning shows with a one hour dedicated show titled ‘Do The Difficult’. RJs on the show discussed and highlighted important facts among the listeners around the topics of health and lifestyle such as High Cholesterol, Diabetes, Overweight, Workplace stress and balanced lifestyle. The radio station invited one special guest each day who have won the tough battle of weight loss, smoking etc with the aim of bettering their own well-being due to the promise made to their dear ones thus, formulating the theme of the show in sync with ICICI Lombard’s tag-line ‘Vaade Nibhaye’.
Listeners were not only engaged on-air with health and lifestyle based insights but a dedicated twitter handle #DoTheDifficult invited people to share their ‘Do The Difficult’ stories and was promoted throughout the campaign. One expert along with the special guest was taken on board as per the topic on the show thereby adding more relevance to the agenda of the show. Sharing interesting anecdotes about what inspired people to fight these infinite battles and ‘Do the Difficult’, the radio station further motivated listeners to push themselves and strive for a better and healthy life by opting for ICICI Lombard Health Insurance policy.