24 January 2019
India’s leading FM radio network Big FM has undergone a brand revamp with a new positioning ‘Dhun Badal Ke Toh Dekho’. Through the new positioning, Big FM intends to be a ‘Thought Inspirer and an agent for positive change. This key messaging will now form a part of the larger brand positioning of the radio network to encouraging listeners to ‘think differently’. This is the essence of the new positioning.
Skeaking on the revamp , spokesperson of BIG FM said “Our new tag line of ‘Dhun Badal Ke Toh Dekho’ reflects the philosophy that ‘Changing the world for the better starts with changing your thoughts’. If we want real Change, it is important that we are not rigid in our approach and thinking but are open to looking at things from multiple perspectives.”
Legendry singer Sonu Nigam has lent his voice for the inspiring ‘Dhun Badal Ke Toh Dekho’ song that brings alive the new positioning. The audio and video format of the song went live from 21st January on-air and across social media and other assets of the radio network in Punjab, Shimla, Haryana and J&K markets.
‘BIG FM is not just about entertainment but a brand that has a purpose. With its extensive reach, localised content and credible RJs the brand plays the role of a ‘thought inspirer’ and an agent of positive change in society’ quoted Preet Hundal, a renowned Punjabi singer who was in the BIG FM Studios on the relaunch and unveiled Big FM’s new Jingle.
Some of the iconic shows are evolving with new formats and innovations. ‘Suhaana Safar with Annu Kapoor Take 2’ will witness thought-provoking ‘dhun badlo’ stories from yesteryears. ‘Yaadon Ka Idiot Box with Neelesh Misra’ in its new avatar will feature topical themes and new styles of story-telling.
Movie reviews take a twist with Padma Shri Bhawana Somaaya in a brutally honest movie review show called ‘Godmother of Reviews’ and fitness expert Simmi Sakhuja launches ‘Jo Fit Hai, Woh Hit Hai’ a practical and target based fitness regimen. The station will reflect the new positioning in all aspects of its brand and communication.