Delhi commuters waiting at JCDecaux bus stands at various locations were given a chance to experience being live on air with their favourite RJs as well as dedicate a song to their loved ones. This innovative campaign to reach out to young crowd at Delhi bus-shelters was orchestrated by Big FM as a part of its massive brand repositioning strategy. The campaign titled ‘Sunte Hi Pyaar Ho Jaye’ aimed at establishing a refreshing connection with listeners. Big FM wanted to connect to young college-goers and officegoers.
This one-of-its-kind interactive live radio program also paid tribute to the golden era of love songs around the core theme of around ‘Pyar wahi andaz naya’, which translates to ‘the times have changed and the way of expressing love has changed but the essence of love remains the same as ever’.
Representatives from Big FM were present at the bus-shelters and the young crowd was given a live radio experience to be on AIR with the RJs at Big FM. They could request a dedication for their loved ones and the song would be played instantly on the channel.
“With 92.7 BIG FM Delhi undergoing a massive repositioning, 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 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 with a wonderful engagement experience,” said a spokesperson from Big FM, Reliance Broadcast.