Most private radio stations with a national presence have chosen the television to spread its brand message across. Now, Big FM has joined the race with a new television commercial featuring its brand ambassador, Abhishek Bachchan. The new TVC features the young Bachchan dancing to the tunes of Big FM at an airport. The TVC has been created and scripted by JWT, and has been produced by Ramesh Deo Productions.
Commenting on the new TVC, Anand Chakravarthy, National Head-Marketing, Big FM, said, “We are extremely excited about our first ever TV campaign with brand ambassador Abhishek Bachchan. The TVC is a true depiction of what the station as a brand stands for and how we bring alive our brand promise of ‘Suno Sunao, Life Banao!’ Abhishek Bachchan is an icon for today’s young generation and through this TVC, we have tried to deliver our brand promise by ensuring that everyday mundane lives can become unordinary.”
Elaborating more on the media that will be used in sync with the TVC, Chakravarthy noted that the same commercial will run on television, cable, cinema halls and screens at retail outlets. “The TVC jingle will also be used on-air and the commercial will be available on the Big FM microsite,” he added. It is understood that the station will be spending close to Rs 5 crore in the initial stages of the campaign and will follow it up with a second stage at a later time.
The TVC is set in an airport where people are waiting for their flights, which are all delayed. The people become very bored and listless. In such a scenario, Bachchan tunes his FM player to Big FM and puts it up on the public address system, and everyone at the airport begins to dance with him.