After the overwhelming success of the BIG Green Ganesha campaign, BIG FM is all set to celebrate Navratri in a grand style. The radio station is all set to roll out a promising campaign ‘9 Devis of Navratri’, which will run for three weeks and will offer advertisers to connect with the largest number of audiences during this festive season.
The marketing plan for the campaign includes an exhaustive plan for social media promotions. Along with that OOH and Print media will also be used in prime markets. The campaign focuses mainly with tie-ups with leading pandas in each market. Some of the key pandals that BIG FM is associated with are Growel Mall, Borivali Pandal and Korakendra Juhu in Mumbai, Gujarati Mitra Mandal and Spice and Ice garba in Sholapur, Indoor Stadium and Royal Park in Surat, United Way of Baroda in Baroda which is the world’s biggest garba in terms of participants and viewers. This pandal had even gained an entry into the Guinness Book of World records in 2010. Other associated pandals are Lakshya Garba and Ras Ullas in Indore, Patrika Garba in Bhopal, Eutopia Group in Gwalior and 5 pandals in Kanpur. There are 5 pandal associations in Rajkot with Neel's City club, Swagat Dandiya, Jeel Entertainment, Surbi and Sargam.
During the nine days festival which celebrated in honor of Goddess Durga BIG FM will run along two tracks. The first track called 9 Divas of Bollywood will feature leading ladies of Bollywood who will speak about their favorite Navratri song, their favourite movies, their fashion statement and what Navratri means to them. On a parallel track will be the show ‘9 Devis of Navratri’ where nine lucky girls will be selected via contests run on-air. These girls will get an opportunity to be treated like divas and will be pampered silly for 9 days with car pick-up and drop, passes, dinner vouchers, designer clothes, etc.
Talking about this celebratory initiative, Soumen Ghosh Choudhary, Business Head 92.7 BIG FM said, “Each campaign at BIG is executed keeping the listener in mind. This one too follows the mood of the listener during the season, which is celebration, song, dance, special clothing and apparel etc. And this understanding of the consumer makes our spikes stand out amongst all players. Also, the Bollywood has an immediate impact on our choice of music, song, dance, clothing etc and hence the concept of nine Bollywood leading ladies sharing their Navratri moments with listeners of BIG FM. Nationally, this campaign will be quite a lot. And if we include our own media, which is radio – this would be amongst the loudest campaigns of Navratri.”