Top Story


Home >> Industry Briefing >> Article

92.7 Big FM partners with ICICI Lombard for 'Do The Difficult' campaign

Font Size   16
92.7 Big FM partners with ICICI Lombard for 'Do The Difficult' campaign

92.7 Big FM has partnered with ICICI Lombard General Insurance for ‘Do The Difficult’. The campaign revolves around the theme of engaging and inspiring people to live up to the promise of improving ones health by opting for a healthy routine.

92.7 Big FM and ICICI Lombard came together to make this struggle easier, with ICICI Lombard announcing a health insurance policy as a part of which consumers could enjoy health benefit reimbursements like Gym Fees, Zumba fees, etc.

Strengthening the association, the month long campaign witnessed 92.7 Big FM integrating its morning shows with a one hour dedicated show titled ‘Do The Difficult’. RJs on the show discussed and highlighted important facts among the listeners around the topics of health and lifestyle such as High Cholesterol, Diabetes, Overweight, Workplace stress and balanced lifestyle. The radio station invited one special guest each day who have won the tough battle of weight loss, smoking etc with the aim of bettering their own well-being due to the promise made to their dear ones thus, formulating the theme of the show in sync with ICICI Lombard’s tag-line ‘Vaade Nibhaye’.

Listeners were not only engaged on-air with health and lifestyle based insights but a dedicated twitter handle #DoTheDifficult invited people to share their ‘Do The Difficult’ stories and was promoted throughout the campaign. One expert along with the special guest was taken on board as per the topic on the show thereby adding more relevance to the agenda of the show. Sharing interesting anecdotes about what inspired people to fight these infinite battles and ‘Do the Difficult’, the radio station further motivated listeners to push themselves and strive for a better and healthy life by opting for ICICI Lombard Health Insurance policy.

Tags 92.7 Big FM ICICI Lombard General Insurance Do The Difficult

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular