Case Studies

Close Up

Magnifying the emotional pay-off

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Close Up:

Objective:

  Bringing alive the brand promise of CONFIDENCE for Close Up's key target audience YOUTH.

Idea:

   SING WITH SONU.

Activity:

  i) 5 lucky singers, selected through an extensive radio contest, get the chance to perform live with Sonu Nigaam in not just one, but 5 back to back live concerts across India..

  ii) The winner gets to record a song with Sonu.

Response:

  i) 75,000 entries across the country.

  ii) Approximately 10 thousand people at each show.

Parle G:

RJ Marathon

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Parle G:

Objective:

  To reinforce Parle G's promise of building Mental Ability and Physical Stamina.

Idea:

   An RJ marathon that pushes the BIG FM RJs to test their mental and physical stamina thus also amplifying the brand's positioning.

Campaign Scope:

  i) RJ Marathon in Mumbai, Hyderabad and Chennai.

  ii)Guinness World Record breaking effort in Chennai.

Nokia:

Cashing in on a current vibe

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Nokia:

Objective:

  Build awareness and interest for Nokia during IPL with its association with Kolkatta Knight Riders.

Idea:

   i) Give consumers a chance to experience IPL action.

   ii) Bowling Machine(1st Time In Kolkatta).

Campaign Scope:

  i) RJ Marathon in Mumbai, Hyderabad and Chennai.

  ii)Guinness World Record breaking effort in Chennai.

Activity:

   i) Bowling machines put up at malls.

   ii)Consumers to face 3 balls.

   iii)Consumers who hit all 3 balls for 4/6, get branded merchandise.

LUX BIG STAR:

A First Ever Integration

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LUX BIG STAR:

Objective:

  To bring alive/refresh the LUX connect of being the BEAUTY SOAP of the STARS through the ages.

Strategy:

   To engage listeners with the profiles of the LUX Beauties on BIG STAR a syndicated show across HSM on 92.7 BIG FM.

Execution:

  Dedicated 1 hour show alotted only to LUX across 16 markets.

i) RJ Anirudh talks about LUX beauty queens to his female/male fans

ii) Each day featured 1 LUX BIG star

ii) 4 segments(2min each) in 1 hour Radio \96 Promos, RJ mentions, Contest played with fans Time checks,weather/Stock updates played in the form of shayaris

Domex:

Germs ka the END

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Domex:

Objective:

  To establish the relevance of germs and the diseases they spread Enhance the ToM and Salience of Domex as the solution to put an end to the menace of these germs.

Strategy:

   To bring the germs alive on radio. Integrate the concept into regular and make them to cause disruption on the shows. Introduce \93The End\94 song and create buzz.

Media Vehicle Used:

  Radio \96 Promos, RJ mentions, Contest played with fans Digital- The Domex song viralled on Social Media.

i) RJ Anirudh talks about LUX beauty queens to his female/male fans

ii) Each day featured 1 LUX BIG star

ii) 4 segments(2min each) in 1 hour Radio \96 Promos, RJ mentions, Contest played with fans Time checks,weather/Stock updates played in the form of shayaris

Execution:

A 2 phased approach was adopted.

Phase 1:

i) Established the Germs as characters

ii) Make the germs wreak havoc on shows

Phase 2:

i) Enhanced recall with Pehchaan Kaun contest

ii) Integration with Aktor calling Aktor

iii) Teasers for song

vi) Unleash song in Bhappi Lahiri\92s voice at High dB

Active Wheel:

Wheel Muskurahatein

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Active Wheel:

Objective:

  To establish the brand amongst young middle class couples by becoming a part of their daily lives and engaging with them.

Strategy:

   An AFP \93Active Wheel Muskurahatein\94 was created. A 30 min show with a focus on UP/Jharkhand markets.

Execution:

  The show had 4 segments created to bring alive core brand attributes with an engagement with the TG wherein couples come on air and participate.

The segments:

i) Khushi Ki Bahaar,

ii) Baat Humaari Tumhaari,

ii) Farmaahish Aap ki,

vi) Sawaal Jawaab on Wheel Radio \96 Promos, RJ mentions, Contest played with fans

Close up:

Antakshari

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Close up:

Objective:

  To strengthen the brand association with it\92s long term property in its focus market. To engage with the core TG of the brand i.e. Youth.

Strategy:

   Bring alive the traditional game of Antakshari on radio by riding on the competitive nature of the game.Engage users across by getting cities to compete against each other.

Media Vehicle Used:

  Radio \96 Promos, RJ mentions, Contest played with fans TV- Extensively promoted on BIG MAGIC with a special finale episode.

Execution:

  The multi-phase activity saw participation through on-ground activation in malls, colleges etc. The selections were held in 9 cities across UP wherein 20 participants were selected , with top 2 being selected for each city The grand finale with 18 participants was conducted on Radio over 9 weeks.

HARPIC:

BIG MEMSAAB

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HARPIC:

Objective:

  Create awareness and traction for Harpic-Toilet cleaner in Central India.

Strategy:

   BIG FM proposed an association with its Flagship property BIG Memsaab \96 an initiative that gives housewives an opportunity to showcase their hidden talents \96 giving Harpic a platform to directly engage with its consumers \96 the women of the household.

Media Vehicle Used:

  Radio: Promos and teaser phase, RJ Mentions, Ad spots, Entry spots, Live OB Links Off-air activation: RWA Activations, City, Mega & Grand Finales, SMS Blast, Print Ads, OOH.

Execution:

  The activity was organized in different phases. The initial phase consisted of on-air promotion, teasers and calling for entries and RWA activation followed by city finales and Mega Finale to get Big Memsaab Bihar, Big Memsaab Jharkhand & Big Memsaab MP. Two Big Memsaab got shortlisted from each state and made their entry to Grand Finale.

PARLE-G:

RJ MARATHON ON BIG FM

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PARLE-G:

Objective:

  BIG FM conceived RJ Marathon to promote Parle G\92s core proposition of mental ability and physical stamina. Radio\92s potential was maximized with the non-stop RJing concept as it tested RJs mental and physical stamia.

Strategy:

   BIG FM conceived RJ Marathon to promote Parle G\92s core proposition of mental ability and physical stamina. Radio\92s potential was maximized with the non-stop RJing concept as it tested RJs mental and physical stamia.

Media Vehicle Used:

  Radio: Content integration, RJ hosting show for at least 92.7 hrs and promos. On ground activation in malls and RWAs. PR in print, television and social marketing.

Execution:

  RJs targeted at 92.7 hours of non stop marathon, Chennai\92s RJ Dheena who targeted 168 hours (7 days) to break Guinness record of 138 hours. RJ Marathon was executed on-air through brand integration in show elements, Parle G Olympic Genius Contest, Parle G Energy Breaks for ad breaks and Parle G Energy Songs.

HORLICKS:

MELE KA BIG STAR

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HORLICKS:

Objective:

  To create a platform for the Hindi heartland that mixed entertainment with local flavour thereby resonated with both audiences in urban & rural regions and in turn exciting marketers.

Strategy:

   Creation of Mele Ka BIG Star, a platform covering the biggest melas of the Hindi heartland providing a unique opportunity to regional talent to go beyond the local mela and showcase their skills which to the entire country.

Media Vehicle Used:

  Promotion through RJ mentions, spots etc on BIG FM, promos on BIG Magic, On ground promotions included branded zones with special canters, signages in the mela grounds.

Execution:

  The publicity phase covered more than 200 towns & villages and subsequently the on ground auditions were conducted at 10 melas across UP, MP & Bihar and identifying talent from these places for a reality television series. Special engagement zones were created in the Mela grounds with sponsor branding. The TV series was broadcasted on BIG Magic.

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