We have undergone total change across all shows: Sunil Kumaran, Reliance Broadcast Network
Kumaran, Country Head - Thwink, Reliance Broadcast Network talks to exchange4media on the reasons for the relaunch of BIG FM, the changes the channel will go through and more
Reliance Broadcast Network owned, BIG FM, has announced a relaunch with a new brand positioning, tagline and a new logo. It will be the radio network's major and complete brand relaunch since its inception over a decade ago.
The new brand image will redefine how radio as a medium can bring in a positive impact at many levels and will now transition from ‘Suno Sunao Life Banao’ to its new tagline 'Dhun Badal Ke Toh Dekho' as the new brand philosophy.
Sunil Kumaran, Country Head, Thwink, Reliance Broadcast Network in conversation with exchange4media, opened up on the reason for the relaunch, the changes that the channel will go through and more. Edited excerpts:
What was the core reason for the relaunch?
We realised quite some time back that people connect with brands that have a deeper purpose for their existence and it’s important that you imbibe what your brand purpose is. Radio as a medium has a fantastic role that it plays in the life of people. It’s always been a complete companion brand. The other strong aspect of the brand is the fact that it is extremely local. So you feel very connected as you’re hearing about things around you. The fact that RJs have a very strong following in their own markets makes the medium very potent.
On the other hand, we realised that there is a digital onslaught that is happening. And in a country like ours that is going through some rapid changes, the consumers are feeling a lot of anguish and tension in their lives. They don’t know to navigate themselves as there is so much information, and discussions and debates are happening across media platforms. You look at the strength of radio as a medium and what consumers are going through. It is a great space for brands like us to play a meaningful role in their lives.
That’s how the thought started. And we said why don’t we become the thought-inspirer in people’s lives? By that we mean, we will actually trigger conversations in people’s minds by giving people different perspectives. We are positioning ourselves as being the thought-inspirers and that’s where the tagline ‘Dhun Badal Ke Toh Dekho’ comes in. That’s how the idea germinated.
What are the changes that the channel will go through?
Lots actually. Because we strongly believe that change can remain just a line in our heads unless it really plays out on a day-to-day basis on the product itself. We have undergone a complete change across all our shows to embody this philosophy of ‘Dhun Badal Ke Toh Dekho’. And you will see this change embody across all the shows we have. It will be built across every piece of communication. You’ll also see a couple of initiatives happening in and around that whole proposition. Some new shows being launched.
From a communication perspective, we have launched a campaign called ‘I’m not sorry’. It talks about why people who have done things differently should not be sorry about having done it. Because that’s how change works. A lot of celebrities have joined the movement and it is becoming quite viral now.
Is there a logo change (then the brand agency)? Also is there a spike in ad rates?
Yes, the logo has changed. It reflects the whole philosophy of looking at things from multiple perspectives. It’s bolder and brighter. The logo uses the brand colours but pushes it out in terms of a positive, thought-inspiring space.
In terms of adex implications, we have just launched the proposition. It might not be immediate but the perception in the market has been absolutely stupendous. Consumers and clients have really appreciated it.
Will there be a change in the genre of programming and your TG?
It is not really about change in that sense but more about the conversations that will happen on radio. This will definitely change and will be around the philosophy of the proposition. All shows will reflect that thought.
Tell us about the marketing of this revamp and the activities planned to amp it up.
We kick-started this initiative with a big campaign ‘I’m not sorry’. It starts from the premise that if you really want to change things for the better and the change should start with ourselves. It has really caught momentum and is going to continue for the month or so.
We will do a Phase 2 of this campaign on the back of another initiative around the philosophy.
How will this revamp be reflected in Thwink?
Everything that we do, obviously goes to Thwink. Initiatives that will go forward on radio and digital will be owned by Thwink as an entity and you’ll see a lot of activities from Thwink around the new proposition too.
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