Big FM goes all out to market new awards initiative

The media mix for Big Rajasthan Entertainment Awards includes print, TV, digital, radio, on-ground & OOH campaigns

e4m by exchange4media Staff
Updated: Jan 7, 2013 7:28 PM
Big FM goes all out to market new awards initiative

Big FM has announced the launch of a state-centric entertainment property named Big Rajasthan Entertainment Awards. The property aims at honouring and recognising the contribution of some of the best talent houses in Rajasthan from across fields including film, music, dance, and sports, among others.

The award will engage audiences from six cities including Jaipur, Jodhpur, Udaipur, Kota, Ajmer and Bikaner and will present popular awards basis votes from listeners across the region in 13 categories along with some expert comments from a panel of jury members.

To give the property a push, Big FM has planned a 360-degree integrated marketing campaign which will include print, television, digital, radio, on-ground activations and OOH.

“We are looking forward to engaging audiences across markets in Rajasthan through not only the on-air voting promotions, but also through other holistic activities including driving content through performers, nominees, categories, etc. Other than on-air promotions, we will also use varied on-ground activations which will help us connect with our listeners on a more personal level,” said Ashwin Padmanabhan, Business Head – North and South, Big FM.

The network announced Nafa Nuksan (Jaipur), Chambal Sandesh (Kota), Dainik Navajyoti (Jodhpur), Apaharan Times (Udaipur), and Bikaner Ab Tak (Bikaner) as their print partners. OOH Partners – Primrose Advertising (Jodhpur), Tiwari Arts (Kota), and Prithvi Arts (Bikaner) and – Glitz Cinema (Jodhpur and Ajmer), Ashoka Cinema (Udaipur), Inox Multiplex (Kota) as their cinema partners.

While the network is still working on sponsors and advertisers, it plans to rope in a face for the Big Rajasthan Entertainment Awards, who will be a part of every communication which is being made pertaining to the property.

Commenting on the marketing spends for the property, Padmanabhan added, “10 per cent of revenues from the market are being utilised as marketing spends for the Big Rajasthan Entertainment Awards.”

Creating such properties has now become a trend, for they not only enhance brand loyalty amongst the listeners, but also aim at tapping audiences beyond the radio medium. The network has many properties on similar lines including Big Star Entertainment, Big Regional Entertainment Award and Big Kannada Music Awards.

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