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How Big FM is utilising radio’s local reach and AI-driven video bot to help small-scale retailers build business

As part of its three-legged campaign, titled ‘Big FM Super Duper Dhamaka’, the radio channel has roped in Govinda to tell people about the offers and discounts by retailers in their areas through an artificial intelligence-enabled program

Radio has the power to reach remote and local, based on this insight, Big FM has launched a three-legged campaign titled ‘Big FM Super Duper Dhamaka’. The radio network has roped in popular actor Govinda to be the face of the campaign. 

The campaign aims at helping the small-scale retailers who were severely impacted by Covid. 

The campaign will run across all 58 stations of Big FM and aim to boost the local retail economy by increasing their footfall and at the same time guiding listeners to the best and biggest offers available in their particular area. 

Abraham Thomas

Speaking to, Abraham Thomas, CEO, of Reliance Broadcast Network, said, “This campaign stems from the insight that retail and especially small retailers have been having a tough time with Covid and lockdowns.  We thought about what we could do for the really small retailers and use technology to enable this.” 

Anybody who wants to know about offers and discounts in their area in any category can ask Govinda about the same and the actor will talk about the best options. 

The back-end technology for this conversation is driven by an Artificial Intelligence-enabled program which ensures Govinda will tell people about the retailer offers and discounts in their areas through geotargeting.

Thomas added that this campaign combines the local reach of radio with AI-driven Video Bot technology to give advertisers and consumers a never-before opportunity. 

Apart from this Video Bot being available on the Big FM website, Govinda will also be accessible over a phone call through a nationwide single number circulated by the radio network.

Anybody who calls the number will be guided by Govinda over the call for picking the best shopping option in the city.

Talking about why Big FM opted for Govinda for the campaign, Thomas said, “We chose Govinda because he’s really popular in tier-two cities and towns. We were really targeting the small retailers. So at one end, the retailers are getting a celebrity to endorse them and the customers are getting to see a variety of offers that the retailer is offering,” said Thomas. 

Although this was the pre-festive campaign, the second leg of the campaign is also here and is helping retailers in the wedding season. The third and final leg of the campaign will be carried out during the new year’s period when a lot of shopping takes place. 

“We believe that the market dynamics are right for marketers and media to 'build back better' with the ensuing festive, wedding and holiday season,” said Thomas.

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