The Hindu Business Line : Big 92.7 FM bullish on radio seeding

Bangalore, Aug. 9 Big 92.7 FM, the FM radio station from Adlabs Films, which is bullish on radio seeding as part of its long-term strategy to increase its listener base, is in talks with retailers to play out its station at retail outlets.

Currently, the radio station has a tie-up with the Future Group to air Big 92.7 FM live at Big Bazaar outlets. Big 92.7 FM is also played out at local pan shops and restaurants. Through these formats, where footfalls are high, we reach out to about one million listeners; we hope to double this in a year, says Mr Tarun Katial, COO, Big 92.7 FM.

Autorickshaws have also been fitted with single frequency radio sets to create a captive audience for the radio station.

To boost brand equity, the radio station has lined up a series of below-the-line promotional activities for this year. It is also set to release a television commercial soon.

In the run-up to the 20/20 cricket tournament in South Africa, Big 92.7 FM will organise on-ground air activities such as celebrities versus listeners cricket matches and on-air shows involving celebrities such as Shekar Suman. Talks are also on with cricket commentator Harsha Bhogle and others for match analysis and insights, said Mr Katial.

During the Diwali season, the ‘Sabse Sasti Diwali’ campaign will offer listeners discounts (ranging from 9.27 per cent to 92.7 per cent) on products across categories such as consumer durables, garments and accessories. This will be done using m-coupons (mobile coupons).

At the end of the year, the radio station will announce its ‘Ek Saal Free Maal’ campaign that will see Big 92.7 FM footing the lucky winners’ daily bills for an entire year.

Brand ambassador Abhishek Bachchan will appear in a new ad campaign in Delhi to promote a new international radio format, which will only play the top 100 chartbusters of today. Big 92.7 FM is experimenting with this format, which began on Monday, only in Delhi.

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