The Hindu : Tamil Nadu / Chennai News : The BIG promotional campaign

Online edition of India's National Newspaper
Monday, May 14, 2007
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Tamil Nadu

Tamil Nadu - Chennai

The BIG promotional campaign

Susan Muthalaly

Radio channel puts up portable mini-studio

CHENNAI: The next time you step into a crowded place, keep an eye out for `The BIG Booth'. The BIG 92.7 FM RJ is in the habit of accosting hapless men and calling them `uncle'. And for most men, this could be a BIG problem.

The booth is a portable mini-studio that will do the rounds of popular spots in the city in an attempt to get up close and personal with listeners.

Interaction with the public can be aired live from the BIG Booth.

It is a sort of `Grihapravesham' to mark their move to the heart of the city, said a representative from the radio station. The transmission tower, earlier situated in Avadi, covered a radius of 50 km. As a result, some parts of the city did not receive clear signals.

The tower has now moved to Mount Road, hence the celebrations, he said.

Win gold coins

And this is just the beginning. Watch out for the gold promotions later this month, where listeners can win gold coins. As long as you can say `Kekkalam, Pesalam, Life Kondadalam'.

This aggressive brand building is partly due to a survey commissioned by the channel to find the best radio station in Chennai, said a source at BIG.

Indica Research Consumer Insights Pvt Limited conducts similar surveys across the country every few months, and named BIG FM the leading radio station in Hyderabad and Bangalore recently.

In-house research at BIG revealed that, in Chennai, Suryan FM is number one, followed by Radio Mirchi, leaving the third place to BIG.

In an attempt to change this, the Adlabs Films Ltd FM channel will be promoting its shows, radio jockeys and brand, the factors the Indica research is based on.

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