BIG FM REDEFINES ROLE OF RADIO WITH A NEW PHILOSOPHY – ‘DHUN BADAL KE TOH DEKHO’

BIG FM, one of India’s largest radio networks welcomed the new year with the launch of #IAmNotSorry, a campaign to celebrate individuals who walked off the beaten path of life and broke social stereotypes. The campaign saw huge success with everyone from listeners to celebrities sharing their own life instances of #sochbadlo moments and are not sorry for it. The campaign gained huge participation from celebrities including Prasoon Joshi, Shankar Mahadevan, Sonu Nigam, Ayushmann Khurrana, Nargis Fakri, Richa Chadha, Ali Fasal, Sunny Leone, Sonu Sood to name a few. This key messaging will now form a part of the larger brand positioning of the radio network to encouraging listeners to ‘think differently’. BIG FM intends to be a ‘Thought Inspirer and an agent for positive change. This is the essence of the new positioning of Big FM – ‘Dhun Badal Ke toh Dekho’ On the brand repositioning Mr. Sunil Kumaran, Country Head, THWINK, BIG FM stated, “BIG FM is evolving with the changing times. With the new positioning, BIG FM will play a meaningful, relevant and compelling role in lives of consumers. It will not just be about entertainment but a brand that has a purpose. With its extensive reach, localised content and credible RJs the brand will play the role of a ‘thought inspirer’ and an agent of positive change in society. 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.” Sonu Nigam has lent his voice for the inspiring ‘Dhun Badal Ke Toh Dekho” song that brings alive the new brand positioning. The audio and video format of the song went live from 14th January on-air and across social media and other assets of the radio network.