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92.7 BIG FM Wins 11 Deserving Metals At ACEF Awards 2016

MediaInfoline May 19, 2016
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92.7 BIG FM, India’s largest and No.1 radio network has achieved yet another milestone after winning 11 metals at Asian Customer Engagement Forum & Awards 16.  The awards were decided on the criteria of unique campaigns that resulted in improved customer engagement and implementations or processes that improved customer engagement. 92.7 BIG FM won two gold, four silver and five bronze for its ground breaking campaigns. The most respected and widely followed radio network 92.7 BIG FM, has been honoured with:

Gold:

Creativity | HP Tourism
Effectiveness | IDBI Federal Childsurance Festival

Silver:

Best use of celebrity endorsement | OLX Keemat Bhi Keemti Bhi
Creative | OLX Purana Jaayega Toh Naya Aayega Effectiveness | Idea India Sharing Season
Branded Content (TV) | Hike Messenger

Bronze:

Best Use of Celebrity Endorsement | IDBI Federal Badon Ki Pathshala
Creativity | OLX Keemat Bhi Kuch Keemti Bhi
BENADRYL BIG Golden Voice Season 3 in Effectiveness category
Effectiveness | Hike Messenger
Branded Content | Dalda (BUNGE)

Mr. Vidur Vyas, Vice President, Marketing, Hike Messenger said, “Hike is a fun, innovative and young brand with 90% of its 100 million users below the age of 30. The ‘Chutki and Shopkeepa’ campaign aligned very well with Hike’s brand personality and helped us reach and engage our target audience across media; TV, Social, radio and on-ground.”

Mr. Prashant Sukhwani (Senior Marketing Manager, Bunge said, “Heartiest congratulations for this win. The win just proves yet again that “Good Content Conquers All”. Dalda has always been innovative in its approach to engage consumers and having partners like Big who can deliver such concepts is brilliant.”

 

Karthik Raman, CMO, Head Products & Strategy, IDBI Federal Life Insurance said, “The life Insurance space in India, especially children’s solutions, uses a lot of emotional communication. Apart from using humour to convey our message, we also chose to exclude a TVC from our campaign. We instead used outdoor and radio as the lead communication mediums. No other brand had attempted such a thing before. Recognition from a prestigious platform like ACEF has only reaffirmed our faith in the chosen strategy. Both our initiatives on radio, Badon Ki Pathshala, a celebrity talk show and our Radio Film Festival were a unique approach to designing the radio campaign. 92.7 BIG FM with its vast network gave us an amazing opportunity to amplify the message that we had conveyed using the outdoor media. Further with integration on digital, the campaign managed to meaningfully engage individuals across the length and breadth of the country.”

 

Sunita Bangard, Sr. VP Marketing – Brand Head, Idea Cellular Ltd said,”We are very happy to receive this award for the ‘India Sharing Season’ Initiative. We had started with the simple objective of spreading the power of mobile internet amongst the uninitiated, through the Easyshare campaign.To engage consumers, we had incorporated the idea of pledging data for child education, which we amplified across social, digital and the electronic medium. We also promoted it through on-ground activations and conducted various events across the country to create awareness, in association with 92.7 Big FM.The Idea ‘India Sharing’ campaign received an overwhelming response from people across radio, digital and social media platforms & the 2450GB data was pledged & shared towards the cause of child education.”

Spokesperson from 92.7 BIG FM said, “We constantly work towards customer engagement with an endeavour to provide unique content and seamless entertainment to our listeners. This is a proud moment for all of us at 92.7 BIG FM for being appreciated and acknowledged for the work we have been doing throughout. With our innovative content and engaging campaigns, our aim was to reach out to all age groups. We look forward to offering more such innovative content for our listeners.”

With an objective to promote tourism in HP, 92.7 BIG FM Shimla conceptualized BIG Shimla Carnival to fill this gap by making a first ever 7 day long carnival in Himachal Pradesh with on-air and on-ground integration.  Not only this, the HP Tourism Jingle was created to project the state of Himachal Pradesh as ultimate tourist destination leading it to win Gold at ACEF awards.

Another winner in the Gold category-IDBI Federal Childsurance, the radio station executed the campaign targeting parents and  kids across 11 stations and organised India’s first children’s radio film festival ‘Childsurance Radio Film Festival’, a unique mix of On Ground & ON Air. Voice of more than 1200 kids screened, more than 500 kids auditioned and 121 kids selected as winners of Childsurance Radio Film Festival resulted in Brand consideration went up from 10% to 17%.

 

Building on the tremendous success of Phase I, 92.7 BIG FM conceptualised yet another engaging and informative format ‘Badon ki Pathshala’, the second phase of the campaign. It discussed about the various psychological changes that a child goes through from being an infant till the age of 8 years including his/her development at those stages. The show aired across 11 cities viz. Mumbai, Delhi, Kolkata, Bangalore, Chennai, Trivandrum, Hyderabad, Kanpur, Chandigarh, Indore and Jamshedpur.

 

92.7 BIG FM’s milestone campaign OLX- “Keemat bhi Kuch keemti bhi” and “Purana Jaayega Toh Naya Aayega” won silver in Best use of celeb endorsement and creative category respectively. 92.7 BIG FM conceptualized OLX.in “Keemat bhi, Kuch Keemti Bhi” which was integrated in a big way across 45 stations of 92.7 BIG FM hence created maximum value. Whereas “Purana Jayega toh naya aayega” campaign for OLX, which not only effectively delivered the message, but also consisted of a generous dose of rib tickling humour, catchy rap, some filmy dialogues and TV show spoofs.

 

Another ground breaking property in silver category, “Idea India Sharing Season” was culminated with 106 hrs of RJ Marathon across India. The campaign celebrated the nuances of sharing in India, stories and memories on sharing via Radio, Digital and TV. The fourth Silver winner in Branded content category was grabbed by Hike Messenger campaign.

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