BIG FM’s #IAmNotSorry campaign aims to celebrate people who think differently

Celebrities like Ayushmann Khurrana, Nargis Fakri also share their #IAmNotSorry stories

e4m by exchange4media Staff
Updated: Jan 16, 2019 12:03 PM
Big FM

BIG FM has launched #IAmNotSorry campaign with the aim to encourage people who think differently. The campaign wants to help these people get acceptance by the society at large. 

With the onset of the New Year, BIG FM has embarked on a new journey of being an agent of positive change and promoting the idea of tuning into a new perspective among the listeners. The campaign revolves around the concept of breaking barriers and inspiring listeners with stories of individuals who are not afraid of making difficult choices. 

Speaking about the campaign, Manoj Lalwani, Chief Marketing Officer, Big FM said: "BIG FM has time and again reflected upon the important aspects concerning day-to-day lives. The '#IAmNotSorry' campaign is aimed at encouraging listeners to be forthcoming about their brazen choices and promoting an equal acceptance by the society. Radio is the only free to consume medium that is accessed by the masses and we intend to leverage our unparalleled reach to communicate with the audience and bring about a positive change through the campaign." 

The radio network throughout the duration of the campaign will air stories of people who have gone out of their way and stood by their decisions. An open letter format has been adopted where the network plays short yet meaningful messages about brave choices by an individual for a mass audience. The campaign within the few days of its launch has gained momentum on social media with BIG MJs, eminent personalities and Bollywood celebrities supporting the concept. 

The artists are sharing their real life 'I am not sorry' stories on social media platforms and inviting or challenging their friends from the industry to share more such stories. 

RJ Dilipp, RJ Nilanjan, RJ Guddi, RJ Rajiv and RJ Rafat have encouraged listener participation by sharing their unapologetic stories. The #IAMNOTSORRY videos of actor Ayushmann Khurrana for doing films around taboo topics, Nargis Fakri for her life choices, Sonu Sood for cleaning up his surrounding despite challenges have garnered a huge positive response from the on-air and digital audiences. 

Other celebrities who will be sharing their #IAMNOTSORRY includes actor Ali Fasal, singer Shankar Mahadevan, actor Sunny Leone, actor Richa Chadha and lyricist Prasoon Joshi. 

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