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R. Ravikumar

Chennai April 4 Adlabs Films' FM initiative, BIG 92.7, has tied up with Future Group for radio play out in its retail outlets.

As per the tie-up, Future Group's Big Bazaar outlets in cities such as Delhi (4 stores), Mumbai (5 stores), Kolkata (2 stores), Bangalore (4 stores) and two Food Bazaar outlets in Mumbai and Delhi will air the live feed of BIG 92.7 FM.

While the 15 Big Bazaar stores register a cumulative footfall of 27 lakh a month on an average, the footfall in the two Food Bazaar outlets average around a lakh a month.

"Through this initiative, we would be able to make lakhs of people, who visit these outlets, sample our station. We are also working on entering into similar tie-ups with the company to play out our station at its Chennai outlets," said Mr Anand Chakravarthy, National Marketing Head, BIG 92.7 FM.

According to him, an agreement has also been signed with the Chennai-based restaurant chain Vasantha Bhavan to air the FM station in its outlets in the city.

The FM station also announced its "exclusive partnership" with Yash Raj Films' forthcoming movie TaraRumPum. Directed by Siddarth Anand, the film features Saif Ali Khan and Rani Mukherjee.

Elaborating on the tie-up, Mr Chakravarthy said as per the agreement, BIG FM will have the opportunity "to be in the lead on all the action around the movie" with exclusive song premiers, behind the scene gossip, interviews with stars and other crew. "There will be a week-long build up prior to the launch of the music, announcement of the release of the movie and so on," he added.

There will also be a special Yash Raj Films' music countdown programme in which some of the most memorable songs from the films produced by the banner will be aired. "Our effort is to create exciting content around the theme of the movie and thereby promoting the movie more effectively," said Mr Chakravarthy.

Extending the movie marketing initiative, BIG FM plans similar arrangements with big banners in the South too.

That apart, BIG FM has also installed `fixed-frequency' radio sets in autorickshaws in major cities.

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Big Bazaar stores to air BIG 92.7 FM radio

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