Transcending the boundaries of radio sets, Big FM adopts a new way to reach out to the young crowd in Delhi. Running a first-of-its-kind interactive live radio program exclusively on JCDecaux Bus Shelters, the campaign pays tribute to the golden era of love songs. The campaign titled ‘Sunte Hi Pyaar Ho Jaye’ aims at establishing a refreshing connection with listeners.
Leveraging the JCDecaux media, Big FM is promoting their brand to young college-goers and office-goers, who are their prime targets. Both radio and OOH are considered effective mass media for communication, so combining the two amplifies the impact.
Locations having an increased presence of younger crowds were selected strategically, with promoters from Big FM deployed at the bus shelters to inform young commuters about the campaign themed around ‘Pyar wahi andaz naya’, which translates to ‘the times have changed and the way of expressing love has changed but the essence of love remains the same as ever’.
The participants are being given a live radio experience to be on AIR with the RJs at Big FM. They can request a dedication for their loved ones and the song will be played instantly on the channel.
"With 92.7 BIG FM Delhi undergoing a massive repositioning, we devised the campaign in line with our new tagline 'Sunte Hi Pyaar Ho Jaye' for our listeners in the capital city. This tagline reflects the youthful, fun-loving and romantic vibe of Delhi. Our aim is to reach out and educate listeners about the renewed offering that we have carved considering their listening pattern and demands. With JCDecaux India's 360-degree multi-platform campaign, our association with them is a step in the right direction achieving our goal of providing listeners and advertisers with a wonderful engagement experience,” said a spokesperson from Big FM, Reliance Broadcast.
Speaking about the campaign, Olivier Heroguelle, MD, JCDecaux India, said, “Outdoor works well in mixed media campaigns and adds incremental reach, especially when combined with Online or Radio. Outdoor carries the message to new people and leads to the most mobile searches. Besides, such engaging campaigns attract a lot of public attention and enhance the brand communication as a result.”