Not only does Bollywood churn out the maximum number of movies in the world, it is also the largest producer of music, thanks to the integral part that music plays in our movies. While some songs are better forgotten, others become trailblazers. 92.7 Big FM has launched a new show that not only talks about songs that changed the game but also the stories behind them.
Led by singer-composer Salim Merchant, the show is called #Salim and will be aired during the evening drive time.
Speaking about the show and the insight behind it, Tarun Katial, CEO, RBNL, said, “There has been a lot of trendsetting music in Bollywood and while people enjoy it, they don’t know much about how it got created, the history and the stories behind it. So, this show is truly the music show on radio where all the conversation will be about music and the way the music was created.”
Big FM has also launched a TVC to announce the launch of the new show. On why they felt the need to launch a television campaign to promote a radio show, Katial said, “The first reason is that our whole philosophy of creating unique content with a celebrity host lends itself to larger-than-life imagery. We believe that radio needs a larger-than- life imagery in the day and age of intense competition from different forms of entertainment. We also had a great format and a very audio-visual friendly host in Salim Merchant. He is not only a great music composer but also very amenable on the camera and he has great recognition by consumers. Hence, we thought television was an apt opportunity to promote him. Also, the format of the show – history of trendsetting music – is fairly unique and we thought it came about very well on TV. Lastly, our unique partnership with Zee now allows us to lean on the TV medium for promotion even better.”
Elaborating on the marketing campaign, Katial said, “It is a fairly audio-visual led campaign that will showcase Salim and the format both on TV as well as digital. There will be a platform on digital where consumers and influencers at large are engaged in very unique trivia about the show, of the show and for the show.”
Speaking about the campaign, Pulak Bhattacharya, AVP, Client Servicing, Grey Group India, said, “The insight behind this project was linked strongly to the property itself. The highlight of the show is all about capturing the interesting stories and taking the listeners through the musical journey of trendsetting songs and their making. We also realised that though today’s listeners listen to music they are also very curious or look forward to know the stories behind any particular song. So that was basically the insight that we wanted to crack and showcase through this campaign.”
While Bhattacharya agrees that there weren’t any challenges that they had to face as far as the execution of the TVC is concerned, he says that it is imperative to connect with the audience.
“The important thing to keep in mind is how well we can connect with the consumers or listeners in this case. Radio is all about music and RJs. RJs are the heart of any radio station and their voice does the magic. But above all radio is all about the engagement with the consumer. So, the important thing here was to communicate the essence of the show through a television commercial. Also, at the end of the day it is the core brand value that you need to communicate to the consumers and therefore it becomes very important to state what the brand stands for. In this case, 92.7 Big FM stands for ‘Suno sunao life banao’. So whatever communication we do whether through print or TVC, that core value has to be kept intact,” said Bhattacharya.
There is no dispute that, for a radio show, the RJ becomes the whole and sole for the show. So, does bringing in a celebrity radio jockey work better than bringing someone unknown on board?
“RJs eventually become celebrities and celebrities do well as RJs. But the important thing is that we don’t bring celebrities on board if they don’t fit the bill or aren’t talented enough to do what they are expected to do. We are very careful when it comes to picking somebody to host our shows because RJs are the soul of any radio show and it is important for them to connect and engage with the listeners and to be one on one with them and that is the most important thing when you look at a radio show in its entirety,” said Katial.
Client: 92.7 Big FM
Agency: Grey Group India
Creative team: Piyush Jain, Zishan Mohammed
Planning: Bikram Bindra
Production House: Maska Pav Productions
Director of Photography: Vikas Sivaraman
Director: Nikhil Venugopalan