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Month-long promotion underway for Idea Big Bangla Music Awards 2010; marketing spends at Rs 1.5 cr

21-July-2010
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Month-long promotion underway for Idea Big Bangla Music Awards 2010; marketing spends at Rs 1.5 cr

Reliance Broadcast Network’s radio arm, Big FM, and Idea Cellular are jointly presenting the Idea Big Bangla Music Awards 2010, an exclusive platform to recognise and celebrate outstanding talent in Bangla music. The property has been conceptualised and marketed by Big Live, the experiential marketing arm of Reliance Broadcast Network Ltd. The grand finale has been scheduled for August 13, 2010.

Arjun S Baran, Business Head, Big Live, elaborated, “We will be spending Rs 1.5 crore for marketing this property. We are airing a lot of promos on Big FM. We are also putting OOH hoardings. We will be airing the awards on ETV and running advertisements. We are going to partner with a print partner for the Awards. The creatives will be done in-house.”

Baran further said, “We will see a month-long promotion, which will have the Bangla music and entertainment fraternity come forward to campaign for themselves or their colleagues on Big FM, Kolkata and Asansol. Promoting the awards on ground, there will be counter activation in and around Kolkata as well as ballot boxes placed at all My Idea outlets and other alliance outlets.”

“Online promotions will see a dedicated micro site where Bangla music-loving netizens can cast their votes and catch up on all the awards excitement, besides mailers and SMS push in the region. Idea Cellular, with a subscriber base of over 68 million nationally, will also offer a strong chance to connect with the audience. It will also be supported with an outdoor campaign,” he added.

Siddhartha Gupta, Regional Head, East, Big FM, explained, “Bengal has a very rich music heritage; however it has not received the recognition it deserves. The Idea Big Bangla Music Awards is part of our endeavour to acknowledge the music contribution from some of the best musicians of Bengal. Conceptualised by our experiential marketing wing, Big Live, this is an excellent offering to be amplified through our radio station Big FM, given that our core content is music. We are very happy to have Idea Cellular, known for their promotion of music across the nation, partner us in our endeavour of recognising and thanking our music stalwarts for their work.”

Aloke Malik, Chief Operating Officer, East, Idea Cellular, added here, “Music is universal, and the people of Bengal have always preserved and celebrated this form of art. Idea has always endeavoured to promote all forms of music, which has been at the core of our marketing and brand building strategy to establish strong consumer connection. Keeping these synergies in mind, we decided to present the Idea Big Bangla Music Awards 2010 to recognise excellence in Bangla music. We are happy to partner with Big FM for this unique initiative, which will offer an opportunity to a large number of Idea subscribers to relive Bangla music and get closer to the legends and the upcoming music sensations.”

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