92.7 BIG FM’s MUMBAI STATION GOES RETRO
BREAKS THE CLUTTER WITH DIFFERENTIATED STRATEGY AND NEW TAGLINE ‘HIT THE HIT RAHENGE’
CITY BASED RESEARCH AND INSIGHT MAPPING INDICATED OPPORTUNITY FOR THIS GENRE IN THE MARKET
Encouraged by the success that its Delhi Station has received with its retro positioning, and backed with extensive city based research and insight mapping, 92.7 BIG FM’s Mumbai Station announces yet another programming innovation that breaks the clutter – with a retro positioning. With its new tag line – ‘Hit the, Hit Rahenge’, the Station offers audiences evergreen music from the 60s to the 80s, peppered with special heritage songs from the 50s. This announcement comes close on heels to its announcement of its new show ‘Suhaana Safar with Annu Kapoor’, which, within just a week of launch is already getting rave reviews and excellent feedback from audiences.
With its new positioning, 92.7 BIG FM’s Mumbai Station continues to engage with listeners while offering them some of the choicest music that never cease to offer aural pleasure. The music mix will comprise of melodies from RD Burman, Kishore Kumar, Lata Mangeshkar and Asha Bhosle along with that of Mohammad Rafi and other veteran artists, while alongside showcasing the best songs from movies by actors like Shammi Kapoor and Rajesh Khanna. Along with the best music mix, the revamped content strategy will bring to audiences a plethora of current happenings in the city including stock and gold updates, city affairs, traffic and weather updates, sports, music-related trivia and more. 92.7 BIG FM Mumbai’s repositioning also promises local flavour and connect enhanced by the involvement of Marathi-speaking RJs and playout of Marathi music during the course of the week.
92.7 BIG FM Mumbai’s change in stationality is based on carefully mapped consumers insights received from street level marketing, consumer home visits and listener interactions. With a vast mix of retro music from the years gone by, the stations aims to target a core audience aged 35-44 years spanning businesspersons, professionals and homemakers, providing marketers with an excellent opportunity to reach out to a wider set of consumers. To reach varied audiences and accelerate visibility in the market, 92.7 BIG FM Mumbai will use an extensive on-air and digital strategy promoting its new positioning.
Mr. Ashwin Padmanabhan, Business Head – 92.7 BIG FM, said, “The decision to turn retro is backed by extensive research and audience mapping. As has always been our endeavor at 92.7 BIG FM, we innovate with our offerings to ensure highest levels of listener engagement providing a Life Banao experience. Our new positioning allows listeners to live in the present, while celebrating the past and we are confident of an excellent response as we look forward to further engaging with listeners and marketers alike.”