Big FM has intensified its marketing activities and has plans to spend upwards of Rs 25 crore on its various properties during 2008. The ‘Sing with Sonu’ contest, which is currently on air, would have a sizeable share of the marketing budget. The station has also lined up various other activities spread through the year.
Elaborating on the initiatives planned for the year, Anand Chakravarthy, Marketing Head, Big FM, said, “In the year ahead, Big FM has an exciting line-up of activities for its listeners. Music concerts, multi-city talent hunts, national request shows, live shows from across locations, creating lifetime opportunities for our listeners, etc., would all be part of the ‘Big’ experience in 2008-09.”
He further said, “The marketing spends would be in the range Rs 25-30 crore. The usage of media would depend entirely on the activity and the TG we are looking at for each activity. There will be further emphases on local media, online and mobile.”
Talking specifically on the marketing plans involving Sonu Niigaam, Chakravarthy said that it had been divided into a three-phased process with a song launch across the network, and song downloads through the Net; ‘Sing with Sonu’ contest; and Sonu Niigaam’s concert tours across five cities (Delhi, Mumbai, Bangalore, Kolkata and Chandigarh) in five days.
There would also be a ‘Punjabi Please’ video, which would be launched soon, as well as a multimedia campaign across TV, outdoor, print, online, on-ground and mobile.