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92.7 BIG FM, the radio arm of Anil Ambani-led Reliance Broadcast Network Ltd, has unveiled its new strategy to offer content focused on Bollywood to capture a bigger share of radio listeners in Delhi.
“We wanted to move away from the clutter of other radio stations in Delhi. For the first time, a radio station will go where no one else has dared to: taboo subjects, prying tone, intruding intentions, informed insider, challenging and exploring Bollywood’s underbelly,” the 92.7 BIG FM Delhi radio operations head, Ms Sudha Sadhanand, told reporters here today.
The channel has also introduced shows like Gossip Queen of Bollywood: The Pammi Aunty Show, One-on-One with Ali and Emotional Achaar.
The new positioning is being promoted through a 360-degree campaign in Delhi. The four-week campaign has a mix of outdoor media, print, online, SMS-based communication, metro station branding, etc, Ms Sadhanand said.
She, however, declined to comment on the investment made for the promotional activities.
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