Click to play videoNew Delhi: Anil Ambani is going Radio ga- ga. The much awaited radio foray by Anil-controlled Adlabs has hit the airwaves in the Capital.
With licences for 45 radio stations, Adlabs will pump in Rs 400 crore to capture the radio market. What's more, Adlabs has roped in celebrities to sell it's big plans.
With licences to tune into 20 cities in north India, seven cities in the east and nine each in the west and the south, Adlab's BIG 92.7fm will soon have the largest network amongst the private radio channels in the country.
The Delhi and Hyderabad radio stations were kick-started on Monday and the station will hit the air waves in seven other cities over the next fortnight - Mumbai, Bangalore, Kolkatta, Chennai, Jammu, Srinagar and Aligarh.
Adlabs says it is trying to plug the gaps in the market and claims that about 40 per cent of the music on BIG 92.7fm will be different from other radio stations.
The company plans to use its marketing muscle to generate buzz and hook advertisers.
Says COO, BIG 92.7fm, Tarun Katial, "One of our key strategies is brand building beyond just the mother brand and getting into content branding. Secondly, we want to do street level marketing."
With a capacity to touch every fifth Indian across the country and every third in urban India, Big FM has roped in the Small B - Abhishek Bachchan - as its brand ambassador and will invest Rs 40 crore on branding and advertising.
Infact, it will launch a television commercial by the end of next month.
To cut through competetion, BIG 92.7fm will be the first radio station to have regular celebrity RJs.
After movies like Salaam Namaste and Lage Raho Munnabhai where the lead actors have played the role of a RJ, it seems celebrities are now finding it cool to associate themselves with the Radio and so the industry is all set to go ga-ga.
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