The Digital Jockey initiative is our commitment to meaningful storytelling: Sunil Kumaran

exchange4media recently caught up with Sunil Kumaran, COO, BIG FM, to talk about the radio channel’s evolving strategies to drive audience engagement, its latest digital initiatives, and more

Edited Excerpts:

In the last couple of years BIG FM has introduced many digital-first offerings, what does this journey mean for the brand today?

Driven by our philosophy of ‘Dhun Badal Ke Toh Dekho’, our endeavour has always been to evolve with the ever-changing requirements and expectations of our audience. As media consumption habits shift, especially among younger, digitally savvy audiences, we recognize that adaptability is no longer just a strategy, but a necessity. Embracing this change, we have significantly expanded our footprint across digital platforms through a host of dynamic offerings such as the Digital Jockey initiative, BIG Dhun, BIG Bingo Cricket, BIG Creators Club, etc. 

In the last few years the world has accelerated this shift and while many brands are adapting, we have been ahead of the curve by leveraging our core strength - storytelling. Our transformation has been thoughtful and strategic — not just about being present online, but about creating meaningful, immersive content and experiences that connects both listeners and brand partners. As we move forward, our focus remains on building a 360-degree content ecosystem that blends the timeless appeal of radio with the immediacy and innovation of digital media.

Tell us more about the recently announced Digital Jockey initiative by BIG FM.

The Digital Jockey initiative by BIG FM is a first-of-its-kind digital-first content strategy that marks a significant shift in how we engage with our audiences. A Digital Jockey is a content creator who represents a region or community and curates hyper-local, relatable narratives in an engaging, interactive format across platforms like social media, YouTube and podcasts. Through this initiative, BIG FM aims to strengthen its digital footprint, open new revenue streams and set the stage for expansion into other regional markets with localized Digital Jockeys.

Kickstarting this initiative, we have actor Jay Soni who will be India’s first-ever Digital Jockey, representing the voice of Gujarat in the digital space.

Digital Jockeys is still a novel concept for Indian brands, how do you see it transforming audience engagement and brand storytelling?

It’s novel in the sense that while influencer marketing and content creation are booming, very few brands have created a structured model where these creators act as both storytellers and brand collaborators under a unified IP. People are still reading about the concept, testing it out and understanding how to implement it effectively. BIG FM is among the first to build a framework where local influencers become the face of community-driven, branded content with consistency and credibility.

The Digital Jockey model opens up powerful opportunities for clients and brand partners by enabling more authentic and culturally relevant engagement. By leveraging the trust and relatability of hyper-local voices, brands can build stronger connections with their target audiences. With a structured framework in place, brands can confidently co-create content that is consistent, credible and rooted in storytelling. Most importantly, it allows for scalable, measurable campaigns that resonate with audiences and drive deeper engagement across digital platforms.

What can the audience expect from Jay Soni as Gujarat's first Digital Jockey and how does BIG FM plan to scale this initiative across other regions? 

With the launch of the Digital Jockey initiative, BIG FM chose a face that embodies the essence of regional pride and storytelling.  Jay Soni, a renowned actor brings a powerful sense of authenticity and local connect to the initiative. Being a Gujarati himself, he deeply understands the cultural nuances, traditions and aspirations of the people. His storytelling will highlight not just the iconic landmarks and festivals, but also the unexplored corners of the state—the lesser-known places and facts, unique communities and inspiring individuals that define the real Gujarat. With his strong on-screen presence and relatability, Jay is perfectly positioned to present these narratives in a way that resonates with both local audiences and a broader digital viewership. We plan to take this initiative across multiple markets, where the spirit of radio converges with the agility of digital media and stories come alive through innovative formats.

BIG FM also launched IPs like #TheSocialStar podcast and the MOMfluence community. How do these align with your overall strategy to engage diverse audience segments and offer value to advertisers?

As media consumption becomes increasingly fragmented, especially in the digital space, brands can no longer rely on a one-size-fits-all approach. This shift has driven us at BIG FM to reimagine how we connect with audiences—by moving from mass messaging to meaningful engagement through audience clusters and cohorts. Our IPs like #TheSocialStar and MOMfluence are built on this very foundation. #TheSocialStar is a creator-first podcast series that dives into the journeys of India’s top influencers, exploring themes like monetization, audience-building and brand partnerships. It serves as both an educational platform for aspiring creators and a strategic touchpoint for marketers looking to understand influencer impact. MOMfluence, meanwhile, is a thriving community of mom bloggers, enabling authentic storytelling, peer learning and brand collaborations in a space that prioritizes trust.

As highlighted in the FICCI-EY 2025 report, digital media has become the largest contributor to India’s M&E sector in 2024, accounting for 32% of overall revenues. With digital poised to be the first segment to cross ₹1 trillion in ad revenues by 2026, BIG FM is actively leading this shift through region-specific offerings like Gujarat’s first Digital Jockey and expanding creator-led IPs. Our aim is to evolve into a multi-platform audio-digital powerhouse, delivering innovative, scalable solutions that extend beyond traditional radio.