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Big FM earmarks over Rs 1-cr marketing budget for new music positioning

17-September-2009
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Big FM earmarks over Rs 1-cr marketing budget for new music positioning

Big FM, the radio initiative from Adlabs Films Ltd, has announced the launch of its new music positioning – ‘Chillax Hits’ – in Mumbai and Delhi. The FM player has also roped in singer Sonu Niigaam as its brand ambassador. The new positioning is aimed at bringing in a distinct music format that would help de-stress and relax the listeners whenever they tune in to Big FM.

Big FM will be rolling out a 360 degree campaign in the next two weeks to support this initiative and has earmarked a marketing budget of over Rs 1 crore. The campaigns will be rolled out in two key phases. The first phase is likely to include radio, OOH, cinema and digital, etc., while the second phase is said to include television, among others. JWT is the creative agency handling the account.

Meanwhile, the FM player is also eyeing a strong online campaign for a greater connect with the youth. Big FM has relaunched its website with many more features and has also decided to take to blogging and social networking in a big way with regards to ‘Chillax Hits’. The mobile platform will also be used extensively.

Sonu Niigaam has been associated with Big FM for the last three years. He will feature in a multi-media campaign spanning radio, print, outdoor, television, online and mobile, which will be launched soon and will also be a part of key properties on the station.

In a prepared statement, Tarun Katial, COO, Big FM, said, “Big FM is introducing a new exciting music format, ‘Chillax Hits’, that promises the listener an aural treat. Our new music positioning represents superlative music that is ‘easy’ to listen to, giving listeners a truly de-stressing experience, qualities which are best epitomised by Sonu Niigaam.”

When asked what happens to Big FM’s ‘Jaisa mood waisa music’ peg, Anand Chakravarthy, Senior VP Marketing, Big FM, told exchange4media, “‘Jaisa mood waisaich music’ worked well for us and it worked up to a certain point. ‘Chillax Hits’, on the other hand, will help us go the next level and be far more effective.”

The new format (Chillax Hits) has been decided on after detailed research and qualitative studies were carried out in Mumbai and Delhi. The music mix of Big FM is said to be carefully selected to ensure listener delight – this is ensured through weekly testing of songs that fit the ‘Chillax’ space and only songs that score high on popularity and likeability feature on the station’s play list. The entire week is being celebrated as the ‘Chillax Week’ on the FM station, well packaged both on air and on ground.

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