Big FM launches Thwink Big

Thwink will focus on talent incubation, development and creating original content

e4m by exchange4media Staff
Published: Feb 28, 2018 10:26 AM  | 7 min read

BIG FM has set up Thwink BIG – a short-form video and audio talent incubator and marquee content studio. Thwink will contribute towards making the brand future ready for catering to growing consumer and advertiser needs and changing media trends. It encapsulates three core aspects that are at the centre of the network’s strategy - excellent music, outstanding story-telling and captivating social experiments.

BIG FM has consistently won accolades at prestigious industry awards like the EMVIES, ABBYs, Indian Radio Forum and New York Festival and Thwink takes that legacy forward in a focussed way. Thwink will also produce all the national shows like Suhaana Safar With Annu Kapoor and The 90s Show With Anu Malik.

The studio has already delivered high impact campaigns for renowned brands over the past two months:

• The recently concluded popular on-air singing talent hunt Benadryl BIG Golden Voice – Season 5 went through a complete transformation from a pure on-air concept to a digital led one. In this season which had ace director Anu Malik as the judge, the top 10 contestants collaborated with established singers and composers like Kavita Seth, Prajakta Shukre, Rupali Moghe, Shahid Mallya, Vishal Mishra and many more to create original songs featured through a series of webisodes which has garnered over 50 million views and counting
• Taking the legacy of storytelling forward, a touching short film based on a real life story of a visually impaired couple was presented with an original score this Valentine’s Day. #LoveIsntBlind trended on Twitter and Yoodlee Films’ (Saregama India) Kuchh Bheege Alfaaz partnered with us to create interesting content around this concept. Popular television personalities Pooja Gor and Raj Singh Arora added their charm by starring in the video directed by Gaurav Bajaj of Notorious Owl Pictures
• The #BeatTheBudget short format video series for AirAsia starring famous comedian Suresh Menon began as a social experiment followed by a panel discussion and debate which seamlessly delivered the brand message with video views across social platforms still pouring in
• The 90s Show With Anu Malik video aptly captured the 90s Bollywood flavour with a groovy television commercial
• The #NoKhaaliPet initiative with Akshaya Patra Foundation & Nature Fresh Sampoorna Chakki Atta on World Human Rights Day aimed at spreading awareness among the citizens around the long-standing issue of hunger and malnutrition in the country. The team also created a high decibel impact through a dedicated musical rendition ‘Khaali Pet’ which was sung by a group of children and composed by renowned music director Ravi Singhal.

Spearheaded by Manish Karnatak, the studio consists of top talent in both audio and video like Aditya Parwatkar who heads national programming for BIG FM with diverse career experiences in the media industry and Vanshika Sharma who is a passionate storyteller with over 12 years of extensive programming experience with media outfits such as Voot. The respective Audio and Video Creative Directors along with Manish and the team dedicatedly work towards delivering end-to-end content solutions across radio and digital platforms for both audio and video formats.

Commenting on the launch, Tarun Katial, CEO, BIG FM, says, “Thwink will be a strong pillar to our content marketing offering for consumers and advertisers. We have put together a team of experts who will curate marquee cutting-edge content across mediums - audio and video deployed on Radio and Digital and work closely with talent across genres. It will also serve as a go-to partner for advertisers for creating clutter breaking content, spikes and solutions. It will enable strategic innovation and creation of quality content with increased efficiency. Thwink is our vision for the future of content in the industry.”

Speaking on the studio launch, Manish Karnatak, National Creative Director BIG FM & Head, Thwink BIG, says, “It is really important to have a strong understanding of the consumers needs in the uncertain digital domain. At the same time, it is key to possess capabilities to deliver on those fronts. Thwink BIG acts as a one-stop-shop in accelerating production of innovative content to further expand our repertoire of offerings and cater to higher volumes of media consumption in today’s times. We thrive on digital content and our aim is to empower content creators to take their offering to the next level. We have already produced and delivered differentiated content and will continue to offer this for our customers and consumers.”

Suparna Mitra, Chief Marketing Officer – Watches & Accessories division, Titan Company Limited, said, "The Sonata ACT - Manzil Pe Nazar' was a well thought-out, multi-phase concept by the BIG FM team and it perfectly integrated the messaging of our new product offering. The on-air programming followed by the on-ground studio shift activity, conducted with an all women RJ crew with an aim to empower women, resonated with our audience and achieved the desired results for the brand, winning us recognition. I am sure the Thwink team will work with the same creativity and energy, and I wish them good luck."

Siddharth Banerjee, EVP Marketing, Vodafone India, said, "Vodafone’s 'One Nation, One Song, One Network' was a unique campaign driven by BIG FM to celebrate Independence Day. The concept of connecting 45 RJ’s via a conference call that was powered by Vodafone, aptly encapsulated our brand's core messaging of uniting the people of our nation on one network. I am sure the Thwink team will also live up to the expectations and deliver some breakthrough content. I wish the team good luck.”

Sunil Kumaran, Country Head, TheStoryLab, Dentsu Aegis Network, said, “We recently worked with the Thwink team on a quirky campaign #BeatTheBudget for AirAsia. The team understood the brand well, had the right insight and perfectly integrated the brand’s objective into an interesting concept. The feedback for the campaign has been great so far and we look forward to making our first collaboration with Thwink into a long standing one.”

Siddharth Anand Kumar, VP, TV and Films, Saregama India, who collaborated with Thwink on a recent campaign, said, “Associating with Thwink for our film Kuchh Bheege Alfaaz proved to be extremely fruitful since it allowed us to establish a stronger connect with our viewers. Our movie was well infused in the much loved short film #LoveIsntBlind conceptualised by the studio. We hope to work with the team on future projects as well and wish them good luck for this exciting journey.”

Congratulating BIG FM on the launch of Thwink, actor Annu Kapoor who has been associated with the radio channel for years through the award winning show ‘Suhaana Safar with Annu Kapoor’ said, "The work done by the Thwink BIG team deserves to be applauded. It is great to witness their innovative and captivating ideas transforming into becoming successful campaigns. Their journey has begun on a good note and I look forward to work with them in the future on such interesting concepts."

Ace Music Director Anu Malik who worked with Thwink for Benadryl BIG Golden Voice (BBGV) Season 5 and the latest commercial for BIG FM’s ‘The 90s Show With Anu Malik’ shared, "The idea of launching webisodes and original songs with each contestant of BBGV Season 5 along with their mentors took the property up a notch. The team effectively leveraged the digital medium ensuring maximum visibility for one of the most popular on air properties. They also used a fresh, quirky approach during the making of the TVC for my radio show ‘The 90s Show With Anu Malik’. I wish the team good luck and hope to collaborate with them in the future as well.”

Speaking about the recent #BeatTheBudget campaign with AirAsia conceptualized by Thwink, popular comedian Suresh Menon said, "The central comic character in the concept concluded the discussions by plugging in great offers by AirAsia and this was an interesting way of establishing the brand's connect with the consumers. The campaign clearly showcased the creative prowess of the team. Kudos to Thwink BIG and look forward to working with them on projects in future as well!"

Television personality Pooja Gor, who starred in Thwink BIG’s #LoveIsntBlind concept, said, “It is incredible how the Thwink team executed this film so effortlessly. I am so glad that everyone and especially our fans were able to see this side of Raj and me. At first, during the narration, we thought it was a fictional love story, but were astonished to hear that it was the story of a real life couple and it just made our belief in love grow stronger. I hope the team consistently delivers content that touches people’s hearts and look forward to working with them again.”

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e4m Golden Mikes Awards 2023: Radio Mirchi wins ‘Radio Station of the Year’ title

Mindshare, ENIL, Music Broadcast Ltd, and Big FM among other key winners

By exchange4media Staff | May 17, 2023 9:40 PM   |   2 min read

Golden Mikes 2023

The exchange4media group hosted the much-awaited e4m Golden Mikes Radio and Audio Awards 2023 on Wednesday, May 17 in Mumbai. The 11th edition of the awards witnessed the coming together of some of the most well-known voices in the country - radio jockeys, channel leaders and other industry luminaries.

At the dazzling awards night, Radio Mirchi took home the title of ‘Radio Station of the Year’. In its highest-ever haul, the radio station bagged 39 metals of which 12 were gold, 13 silver and 14 bronze.

The ‘RJ of the Year’ title was won by three RJs in Hindi and English language. While RJ Abhilash of Big FM won gold, RJ Ginnie of Radio City 91.1 and RJ Jeeturaaj from Mirchi won bronze. Mirchi Bhushan and Mirchi Mushak Man of Radio Mirchi Nashik / 98.3 MIRCHI respectively won silver. Mirchi RJ Susmita of Radio Mirchi won bronze in the ‘New Aspiring RJ of the Year’ category while RJ Raunac and Annu Kapoor of Red FM and Big FM won Bronze and Silver respectively. Under the ‘Influencer RJ of the Year’ category, RJ Shourya of 104.8 Ishq FM, RJ Ashish of 104.8 Ishq FM and RJ Kartik of MY FM took home Bronze, Silver and Gold respectively.

With the advancement of digitisation in the industry, radio and audio have been expanding wings and strategically exploring broader avenues. To honour the outstanding work of radio jockeys and other channel leaders, e4m recognises the excellence in radios and honours the people who bring out their finest creativity through radio marketing.

Here’s the full list of winners:

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Govt advisory for inbuilt radio in mobile handsets to boost listenership: Rahul Namjoshi

The CEO of MYFM spoke to e4m on the recent government advisory, market expansion plans and the upcoming radio broadcast auctions

By Tanya Dwivedi | May 15, 2023 9:19 AM   |   4 min read


There should be no gaps between what the radio industry wants and what the government decides, says Rahul Namjoshi, CEO of MYFM. He spoke to e4m on investing heavily in manpower training and hiring.


According to Namjoshi, there are a lot of opportunities in the markets. He also spoke extensively on the company’s outlook for the financial year and expectations from the FM broadcast auctions.




MY FM has stations in more than six states of north and west India. Do you have any plans to expand the market in the south? 


We want to stay focused on our core strength which is North & West. We are not well versed with the markets across South India in terms of demography and languages, so we are reluctant to invest in the South. However, we will keep expanding our markets across north and west India depending upon what kind of base price the government decides. 


How is the financial year looking for you, any early trends?


The beauty of our business is that we don’t wait for business to come and we rather work on creating a business and that creation is almost 25% to 30% of our revenue. Our primary markets are tier II & III markets, which is where the growth lies for India. Today almost all categories are focusing on these markets. Moreover, we are not in the race of getting the highest volume but look for the value. We are quite confident that this will be the best year for us.


The central government is planning for FM broadcast auctions. What are your expectations? 


We are yet to receive any notification on this from the government. However, there must be no gaps between what the radio industry wants and what the government decides. We recently had a good meeting with the government and shared our expectations with them to boost the growth of private FM in the country. The radio industry will be in Tango Congo for phase three, the batch three auctions are subject to the right benchmark pricing. Last year phase three batches did not catch much traction just because the base pricing was very high. Moreover, the radio business is a shoestring business so we monitor our expenses to remain a profitable business. 


We have seen a few stations rationalising cost, how are you looking at it? 


We are an eternal optimist brand and very bullish about this financial year, we have major plans for the upcoming year. We can divulge details right now but soon you’ll witness a series of launches and announcements of new shows. In terms of investments besides investing in human resources, we will invest in technology to perform efficiently and effectively. 


As per TAM reports, radio ad volume went up during covid and post covid. How’s the advertising business going and which brands are investing in MYFM in the following year?


Besides FMCG, education, Real Estate, and Healthcare category, jewellery brands are performing extremely well in the regional markets. Moreover, national brands are gradually shifting towards the regional market as the expected ROI is higher and to give higher competition to local brands the national brands are investing heavily in hyper local mediums like radio.


What challenges is radio as a medium facing currently?


Radio broadcasters should be allowed to broadcast news, most of the private FM channels are owned by reputed news media groups and we should be allowed to pick up news and deliver it in our style rather than picking it up from Prasar Bharati. News on the radio will be a game changer. 


There is a recent advisory by the GOI on inbuilt FM Radio receiver features in mobile phones. How do you look at it?


This is a great development and will give a huge boost to radio listenership. We are thankful to the government to give this advisory and we are hopeful all mobile manufacturers will build FM tuners in all mobile handsets in benefit to end customers.

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How ‘Mann Ki Baat’ aids radio broadcasters and brands to expand reach

The programme addresses local issues and has a high relevance across age groups, note experts

By Tanya Dwivedi | May 16, 2023 9:12 AM   |   3 min read

Mann ki baat

PM Narendra Modi’s radio address programme ‘Mann Ki Baat’ recently completed 100 episodes, adding another milestone to the radio industry. Apart from adding 23 crore listeners, ‘Mann Ki Baat’ has been drawing private broadcasters, brands and advertisers who want to expand their reach in tier cities.

We asked radio industry experts how FM broadcasters expand their market to tier cities through ‘Mann Ki Baat.’

“RJs from our radio stations promoted the radio programme on social media covering all the important issues broadcasted on ‘Mann Ki Baat.’ Also, what makes radio more unique and powerful in expanding its tier market is the way the Prime Minister and President are coming up and doing a joint show,” said Rahul Namjoshi, CEO, of MYFM.

“Besides providing a platform to address important issues and giving a voice to the voiceless, radio as a medium is doing much better. In the coming years, we are also going to see a lot of things happening on Mann Ki Baat which definitely will help the private broadcasters in promoting more brands and business in tier cities,” Namjoshi added.

Radio remains a primary source of information and entertainment in Tier markets and plays a key role in keeping people connected across the nation. “Mann Ki Baat is a pioneering initiative and our Prime Minister’s choice of radio as a medium to reach the masses is a testament to its credibility and unwavering ability to build trust. It has effectively utilized the reach and power of radio to connect with citizens across the length and breadth of the country,” said Abraham Thomas, CEO, of Reliance Broadcast Network.

“Since the radio program addresses various issues pertaining to the common man, it witnesses a high relevance across age groups driving mass local reach,” Thomas added.

As for Monalisa Mandal, AVP, Marketing & Digital, Fever FM, the advertising revenues from tier cities are going up. “More people are tuning in to radio channels to listen to other programmes, leading to advertisers' interests who want to reach out to the audience in tier 2 and tier 3 cities. This has resulted in increased advertising revenue for radio channels, which has helped them to expand their operations and improve the quality of their services.”

“In terms of its impact on the radio industry, ‘Mann Ki Baat’ has been a game-changer. It has increased the popularity of radio in India and has brought it back into India and has brought it back into the mainstream. The program is broadcast on multiple radio channels, including All India Radio, private FM channels, and digital platforms. This has led to an increase in listenership and has created new opportunities for advertisers.” Monalisa added.

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Zee Media gets board approval to bid for RBNL

RBNL has reportedly been put under the corporate insolvency process by the National Company Law Tribunal

By exchange4media Staff | May 11, 2023 9:09 AM   |   1 min read

zee media

Zee Media Corporation Limited (ZMCL) has got approval from its board to participate in the bidding process to buy Reliance Broadcast Network Limited (RBNL).

In a regulatory filing, Zee Media said, "The Board of Directors of the Company, vide Resolution passed by circulation on May 5, 2023, have granted the approval to the Company to submit Expression of Interest (‘EOI') with Corporate Insolvency Resolution Professional (‘CIRP’) of Reliance Broadcast Network Limited (‘RBNL’) in relation to the "Invitation for Expression of Interest for Submission of Resolution Plan for Reliance Broadcast Network Limited" issued by CIRP appointed in terms of the extant provisions for Corporate Insolvency Resolution Process of RBNL," 

RBNL operates radio stations under the Big FM brand. It has reportedly been put under the corporate insolvency process by the National Company Law Tribunal. An advertisement has been issued seeking expressions of interest from interested entities. 

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Smartphones should have FM radio access: IT min

The IT ministry has said in an advisory that a sharp fall has been noticed in the number of phones coming with FM radio services

By exchange4media Staff | May 5, 2023 1:48 PM   |   1 min read


The government has issued an advisory asking smartphone makers to ensure easy FM radio access, media networks have reported. 

According to the advisory, there is a need to ensure radio access is provided to the underprivileged. The measure will also help in easy radio access during natural calamities and disasters.

The IT ministry has said that it has come to its notice that there has been a sharp fall in the number of phone makers providing free FM radio services.

The advisory has been sent to the Indian Cellular and the Electronics Association and Manufacturers' Association for Information Technology.

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Entertainment Network India revenue up 37.3%

The Mirchi company shared that investments towards digital platforms have started bearing fruit

By exchange4media Staff | May 5, 2023 11:52 AM   |   2 min read


The Entertainment Network India, Radio Mirchi, has reported an increase of 37.3% in total revenues, driven by healthy growth in radio of 35.7 % and non-radio grew by 33.5% during the year. According to the Q4 financial results of Entertainment Network India Limited, 2023, the total revenues grew by 5.6 % to Rs 104.9 crore with radio witnessing a growth of 13.2 % in revenue.

Detailing more about the growth coming from the digital, the company shared that investments towards digital platform have started bearing fruit as the segment began contributing to the top line from quarter four onwards. The company saw an upsurge in the revenue after investing Rs 7.2 crore in the digital platform and without which the EBITDA for the quarter stood at Rs 23.2 crores and profit before tax was Rs 6.1 crore.

Barring digital, the company shared the figures for the entire year which tells that EBITDA stands at Rs 93.3 crore and its margins have improved to 22.6% in FY23 from 16.2% in FY22. The company’s profit before tax and exceptional items is Rs 19.6 crore as compared to the loss of Rs 28.9 crore in FY22.

Commenting on the results, Yatish Mehrishi, CEO, ENIL, said: “I am pleased to share that we have registered good growth this financial year both in terms of top line and improved margins. We have witnessed an increase in radio revenues post pandemic and a good traction in the Non radio business as well. We have consolidated our industry leadership by gaining volume market share by 300 bps. Our digital platform Mirchi Plus continues to grow rapidly on key metrics of Monthly Active Users and engagement. Our social media assets have seen massive growth both in terms of engagement and virality.”

Looking into the company’s balance sheet, we found that ENIL’s Balance Sheet remains strong with cash reserves standing at ₹ 265.0 crores as on March 31, 2023, as compared to ₹ 227.0 crores as on December 31, 2022.

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All India Radio to be now called Akashvani

Prasar Bharati CEO Gaurav Dwivedi has said in an internal order that the decision was taken earlier but is being operationalised now

By exchange4media Staff | May 5, 2023 9:08 AM   |   1 min read


Prasar Bharati has decided to refer to its radio services as 'Akashvani' instead of 'All India Radio'.

As per media reports, in an internal order Prasar Bharati CEO Gaurav Dwivedi has said that the decision was taken earlier but is being operationalised now.

The name Akashvani was reportedly proposed by Rabindranath Tagore in 1939.

Dwivedi's order for replacing AIR to Akashvani seeks immediate compliance.

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