MUMBAI: Big FM has begun the new year with a brand new jingle, that furthers the station's positioning of ‘Suno Sunao Life Banao’. Big FM brand ambassador Sonu Niigaam has rendered vocals for the new sound composed by Ranjit Barot. The jingle began airing on 1 January 2010.
The earlier jingle sung by Sunidhi Chauhan and Sonu Niigaam was replaced by the new sound on the first day of the year. Commenting on the new jingle, Big FM Senior VP Programming Nirupam Sonu says, “We introduced the new jingle across our markets on 1 January. Each station has three moods of jingles to be played at different parts of the day- morning, afternoon and evening. Also, we have composed jingles that suit the format adopted by the particular station.”
“For our Bangalore station which has a High CHR (Contemporary High Radio) format, we have a jingle with high tempo but in easy CHR format stations like Mumbai, Madhya Pradesh, Delhi we have jingles with soothing low tempos. The jingles have been recorded in all languages including Dongri, Assamese, Tamil, Punjabi, Malayalam, Hindi to be played across our networks and all these versions are crooned by Sonu Niigaam.,” he explains.
Sonu mentions that Big FM is planning a 360 degree campaign to promote its new 'stationality'. “We would be building properties around it by conducting on air contests revolving the new stationality and divert the listeners to our website for downloading the jingle as a ringtone.” The station would soon be putting out television commercials featuring its brand ambassador Sonu Niigaam to promote the new jingle.
The new sound of Big FM is part of its music positioning announced in September with Sonu Niigaam as its brand ambassador. Big FM Senior Vice President – Marketing Anand Chakravarthy had earlier mentioned that around Rs. 10 million would be spent on the first phase of a multi media campaign that includes radio, outdoor, online, mobile and print. TVC, part of the second phase of the campaign will soon be rolled out by the radio network.
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