Big FM taps outdoor for its Mumbai campaign
The station has used strategic locations and a combination of outdoor media like ambient media, live media and properties in and around of railway stations
Published - Jun 27, 2012 3:41 AM Updated: Jun 27, 2012 3:41 AM
Mumbai Manao, Life Banao’ is a city-specific campaign that Big FM has rolled out. The station has extended the communication of this campaign heavily to outdoor media.
A combination of outdoor properties like in and around railway stations as well as premium sites across the city is being used in the campaign. The station has also used ambient media like live media for this campaign. The campaign is being executed by the in-house marketing team of Big FM.
Commenting on the campaign initiative, Rabe T. Iyer, Business Head, Big FM, said, “OOH is a hyper local medium, and our experience has been that it works brilliantly with our radio campaigns and builds imagery around the brand and the proposition being communicated. It also allows us to do micro targeting of our listeners basis profile and areas.”
‘Mumbai Manao, Life Banao’ is Big FM Mumbai’s new positioning that promises to truly partner Mumbaikars’ passions in every possible way. Keeping in mind that the station should look beyond music and time pass humour, the station is all set to look at larger life enrichment. Big FM has geared its content to deliver on the city’s passions, be it movies, music, money, cricket, television, and street food, to name a few.
“The campaign intends to communicate this novelty in our content and make Big FM listeners’ favourite destination that celebrates people’s passion and thereby celebrates life. The Breakfast Show truly reflects our positioning and the campaign features our new breakfast host RJ Ankit,” added Iyer.
Apart from outdoor, the station is also extending its communication strategy to print, digital and on ground activations involving RJs.
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