Big FM's Mumbai Station goes retro

Breaks the clutter with differentiated strategy and new tagline 'Hit The Hit Rahenge'

BestMediaInfo Bureau | Mumbai | July 1, 2013

Encouraged by the success that its Delhi Station has received with its retro positioning, and backed with extensive city based research and insight mapping, 92.7 Big FM's Mumbai Station has announced that it is going retro too. With its new tagline 'Hit the, Hit Rahenge', the Mumbai Station offers audiences evergreen music from the 60s to the 80s, peppered with special heritage songs from the 50s. This announcement comes close on heels of its new show 'Suhaana Safar with Annu Kapoor', which, within just a week of launch, is getting rave reviews and excellent feedback from audiences.

With its new positioning, Big FM's Mumbai Station continues to engage with listeners while offering them some of the choicest music. The music mix will comprise melodies from RD Burman and Kishore Kumar to Lata Mangeshkar, Asha Bhosle, Mohammad Rafi and other veteran artists, while alongside showcasing the best songs from movies by actors like Shammi Kapoor and Rajesh Khanna.

The revamped content strategy will bring a plethora of current happenings in the city including stock and gold updates, city affairs, traffic and weather updates, sports, music-related trivia and more. Big FM Mumbai's repositioning also promises local flavour and connect enhanced by the involvement of Marathi-speaking RJs and playout of Marathi music during the course of the week.

Big FM Mumbai's change in stationality is based on carefully mapped consumer insights received from street level marketing, consumer home visits and listener interactions. With a vast mix of retro music from years gone by, the station aims to target a core audience aged 35-44 years, providing marketers with an excellent opportunity to reach out to a wider set of consumers.

Ashwin Padmanabhan, Business Head, 92.7 Big FM, said, “The decision to turn retro is backed by extensive research and audience mapping. As has always been our endeavour, we innovate with our offerings to ensure highest levels of listener engagement providing a 'Life Banao' experience. Our new positioning allows listeners to live in the present while celebrating the past, and we are confident of an excellent response as we look forward to further engaging with listeners and marketers alike.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com