Big FM Mumbai station has roped in comedian Raju Srivastav as a radio jockey for its breakfast show ‘92.7 FM ki laughter local’ along with RJ Vrajesh Hirjee. The aim is to increase the humour quotient of the breakfast show. This apart, listeners will be able to enjoy his humour capsules throughout the day across 33 of Big FM’s stations. The FM station has earmarked a marketing budget of over Rs 1 crore.
The campaign with Raju Srivastav breaks with ‘Sone ki Baarish’, wherein listeners of Big FM get to win gold coins each hour of the day. The gold rush campaign will continue for three weeks. This apart, an on ground connect initiative with listeners will see promoters dressed in Raju Srivastav attire and masks targeting high footfall areas, where they will distribute chocolates in the form of gold coins among the public. Srivastav’s humour quotient on ‘92.7 FM ki laughter local’ will cover what’s buzzing around the city, Bollywood, film reviews and so on. The FM station is learnt to have a entered into a long-term tie-up with the comedian.
Srivastav’s RJ stint on Big FM will be promoted through multi-media campaigns, including digital screens across retails, cafeteria, malls, etc. It would also involve visibility on cabs, railway stations and wherever there is high traffic. Apart from using the official website of Big FM, the FM station is also using Reliance-affiliated digital mediums like Zapak and BigAdda.com. BigFlix, news channels, and cable television, too, are said to have been used effectively in its communication mix.
Sailesh Bijlani, Cluster Head, Maharashtra and Goa, Big FM, explained, “Raju Srivastav is almost iconic, and with his inimitable brand of humour and unique style of delivery, is loved by people across the country. By getting him on board Big FM, we are offering our listeners the toxic combination of Vrajesh Hirjee and Raju Srivastav, which promises to keep listeners in splits as we increase the humour quotient. The programming has been designed keeping the listeners’ requirements in mind that will work well on a daily basis to ensure delight.”