Big initiates Big Panjaa League for Ambuja Cement

The campaign invites people from Majha region in Punjab to showcase their talent and fervour for their favourite sport – arm wrestling

e4m by Saloni Surti
Updated: Jan 16, 2013 7:28 PM
Big initiates Big Panjaa League for Ambuja Cement

In the milieu of tough market scenario and increasing competition, clients are no longer interested in vanilla FCT (free commercial time). Every client now looks at creating a property that shall help them in engaging with their audience through all possible touch-points.

In an attempt to give its client a complete package, Big FM initiated Ambuja Cements Big Panjaa League. The campaign invites the strongest and the brawniest of players to come forward and exhibit their strength and mettle. The campaign is spread across seven towns of the Majha region of Punjab – Amritsar, Gursdaspur, Pathankot, Batala, Patti, Taran Taran and Firozpur Cantt.

Commenting on the thought process behind the initiative Ashwin Padmanabhan, Business Head, North and South, Big FM said, “The idea of the initiative emerged from the brief given by Ambuja Cement. From a dealership perspective, Ambuja Cement wanted to reach out to its consumers. The logo of Ambuja Cement has a strong arm and that is how we thought of the whole concept.”

The campaign kicked-off from December 1, 2012 and will last six to eight weeks. Grand finale for the Big Panjaa League will be held in Amritsar later this month, where the strongest of the arm wrestlers will be revealed. With entries open to the general public, this display of hardcore athleticism will have contestants who will face-off in two categories – lightweight championship for contestants below 70 kgs and the heavyweight championship for those above 70 kgs in weight.

Padmanabhan shared that to connect with the audience one needs to look at local content to which listeners can relate to. The winners of Big Panjaa league will be promoted on-air. Also, all the on-ground action will be synergised with the terrestrial on-air programme to create rooted and differentiated content. “Local sport is a key factor in connecting with the target audience,” he added.

The initiative has a 360-degree marketing campaign that will promote Big Panjaa League across all medium. While there will be extensive on-air promotions on their terrestrial radio network, promos of the campaign will be aired on Big’s regional channel Big CBS Spark Punjabi. The event will also be promoted on ground through road shows and in local gyms, ‘akhadas’ and colleges in the vicinity. Forty per cent of the marketing mix is allotted to radio and 30 per cent each to television and out of home.

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