Transcending the boundaries of radio sets, Big FM adopts a new way to reach out to the young crowd in Delhi. Running a first-of-its-kind interactive live radio program exclusively on JCDecaux Bus Shelters, Big FM wants to promote its brand in a very innovative manner. In this contemporary era of new songs and remixes with pulsating rhythm, this campaign pays a tribute to the Golden era of Music and love Songs. The campaign – “Suntey Hi Pyar Ho Jaye” aims at establishing a refreshing connection with the listeners.
Leveraging the JCDecaux Media, Big FM is promoting their brand to young college and office goers who are their prime targets. Radio and OOH, both are considered as effective mass mediums for communication, so combining both of them brings out an amplified impact. The locations with increased presence of the younger crowd were selected strategically and the promoters from Big FM have been deployed at the Bus Shelters to inform the young commuters about the campaign themed around – “pyar wahi andaz naya” meaning, the times have changed and the way of expressing love has changed but the essence of love remains the same as ever. The participants are being given a live radio experience to be on AIR with the RJs at Big FM and they can request a dedication for their loved ones and the song will be played instantly on the channel. And who wouldn’t love to listen to their voice on the radio!
"With 92.7 BIG FM Delhi undergoing a massive re-positioning, we devised the campaign in line with our new tagline - 'Sunte Hi Pyaar Ho Jaye' for our listeners in the capital city. This tagline reflects the youthful, fun loving and romantic vibe of Delhi. Our aim is to reach out and educate listeners about the renewed offering that we have carved specifically considering their listening pattern and demands. With JCDecaux India's 360
degree multi-platform campaign, our association with them is a step in the right direction achieving our goal of providing listeners and advertisers a wonderful engagement experience." Says Big FM Spokesperson, Reliance Broadcast.

Speaking about the campaign, Olivier Heroguelle, JCDecaux India MD said, “Outdoor works well in mixed media campaigns and adds incremental reach especially when combined with On-line or Radio. Outdoor carries the message to new people and leads to the most mobile searches. Besides, such engaging campaigns attract a lot of public attention and enhance the brand communication as a result.” 

Published in Street Furniture