India - Big 92.7 FM is set to launch a new music positioning Chillax Hits, beginning with the Mumbai and Delhi stations, with a music format to de-stress and relax listeners.
It also has a new brand ambassador in singer Sonu Nigam.
Tarun Katial, chief operating officer, Big 92.7 FM, said Chillax Hits promises the listener an "aural treat".
"Our new music positioning is 'easy' to listen to, giving listeners a truly de-stressing experience, qualities which are best epitomised by Sonu Niigaam," he said.
The positioning has been worked out as a result of a research carried out in several markets. In Mumbai and Delhi, Big FM learnt that the preferred choice was soothing and relaxing music throughout the day - contrary to the popular belief that listeners prefer soft music at the end of the day and lively music during the day.
Nirupam Sonu, vice-president of programming at Big FM, said: "We did follow the music as per mood strategy for a long time. As a next step, we will provide a specific genre of music which is 'Easy CHR'."
The music mix will be decided based on weekly testing of songs that fit the 'Chillax' space and the songs that score high on popularity and likability features on the stations' play list.
A marketing campaign will be rolled out in the next two weeks. The first phase includes ads on radio, print, OOH, cinema and digital. Subsequently, a television commercial will be launched.
Sonu Nigam will be part of the campaign, which will be based on the premise of 'music to de-stress people'.
A similar music re-positioning exercise will be carried out in other markets based on the ongoing research.
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