92.7 BIG FM LAUNCHES 25 CITY MAKAR SANKRANTI SPECIAL:
‘GAANON KE PENCH LADAO, LIFE BANAO’
A SING-OFF AMONGST LISTENERS AS THEY TRY TO CUT EACH OTHERS MUSICAL STRINGS
92.7 BIG FM, India’s No. 1 FM radio network, known to innovate and bring alive special occasions on air, announces its latest campaign for Makar Sankranti called ‘Gaano Ke Pench Ladao, Life Banao’. Designed to create excitement through a sing-off among listeners as they try to cut each others’ musical strings, ‘Gaano Ke Pench Ladao, Life Banao’ will be hosted across 25 stations. Ensuring amplification, it will also have an on-ground aspect to it through the BIG Sankranti Mela, a large scale fair conceptualized especially for this festival, hosting varied activities that range community kite flying competitions, food festivals, and special experiences for underprivileged children and more. The campaign which has just kicked off will culminate on January 14th and will air across key day parts.
The on air game format gives new meaning and fun to the symbolic kite flying during Makar Sankranti.The modus operandi is simple – having registered via SMS, the contestants will be made to hear a popular song which they will need to interject and sing a song starting from a word that was in the song they previously heard. A popular song will be played on-air where the contestant would have to outsmart the other by singing the song starting with the word from where they interpose and similarly the first contestant would have to outdo the second contestant. In case of situation where the trigger song extends for more than 10 sec without either of the members interrupting, the game would be declared void and the prize would be given to the kids from the orphanage who present at the Sankranti Mela.
Commenting on the initiative the Manav Dhanda, Network Programming Head, 92.7 BIG FM said, “92.7 BIG FM endeavours to reach out to its listeners with innovative, quality and unique programming content through our varied offerings and this concept is no different. The concept is innovative and a natural extension to the symbolic kite flying which is synonymous with the festival, while ensuring music remains the fundamental offering. Ensuring it gets scale, we have planned its on-ground and digital amplification too, delivering excellent value to audiences as well as advertisers.”