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Big Magic takes Big FM's talent show 'Big Memsaab' to HSM markets

Combined reach of radio and television offers marketers unmatched reach through first ever talent show for women with no restrictions to the talent

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Big Magic takes Big FM's talent show 'Big Memsaab' to HSM markets

Combined reach of radio and television offers marketers unmatched reach through first ever talent show for women with no restrictions to the talent

BestMediaInfo Bureau | Mumbai | September 30, 2013

publive-imageBack in 2008, the 92.7 Big FM team conceptualised the property called Big Memsaab – which celebrates just being a woman. It was the outcome of detailed consumer home visits wherein amongst other feedback a key one that emerged was the lack of platforms and acknowledgement for the regular Indian housewife. Big FM was quick to capitalise on this with the Big Memsaab show. The property was developed further into a televised show on Big Magic quickly giving it a visual extension. Encouraged by the success and overwhelming response received for the show in the Hindi heartland, the property now goes national across Big Magic and 35 stations of Big FM and is scheduled to go on air this festive quarter.

Big Memsaab becomes the first ever exclusive platform for homemakers to showcase their talent. With no restrictions to the talent showcase, varied and never seen before talent has come to the fore in the past – ranging from bargaining skills to painting to showcase of physical strength to the regular singing and dancing. This distinctively designed property comes as an answer to housewives who lack a platform to showcase their talent and marketers who want to reach out to a clearly defined plum audience base.

With a reach to over 51 million homes in India through Big Magic and over 40 million weekly reach through Big FM, and with Big Magic placed amongst the top 20 channels across all platforms including DD Direct+ allowing reach to the deepest pockets of India, the property is poised for exponential reach and engagement.

Sunil Kumaran, Business Head, Big Magic, said, “We are excited to take this property national. There has never been a show of this kind, since it doesn't have any caveats to the talent that the women can showcase. The collective power of television and radio makes Big Memsaab a property with unmatched reach, greater cost efficiency, and offers a deeper connect with audiences and marketers across markets.”

Ashwin Padmanabhan, Business Head, Big FM, added, “The show on radio has received phenomenal response and we are happy to be extending this opportunity to women audiences further across India. We have seen entire families coming forward to encourage the woman of the house to participate in this talent hunt and are confident of a fantastic engagement with audiences and marketers alike.”

The property will be supported by a multi-media campaign across television, radio, print, digital and on-ground. Big Memsaab will be a 13-week property divided into phases like pre-promotions, city auditions, semi finale's and the city finales, culminating with a national winner.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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