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Big TV buys 10,000 radio spots across India for new campaign
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MUMBAi: Big TV will be buying 10,000 radio spots on stations across the country as part of its two month long advertising campaign to promote its DTH services.

For this pan India campaign, Big TV is in talks with top 15 radio stations across the country, including Radio Mirchi, Radio City, Red FM, Big FM, Radio one, Club FM, Surya FM, to name a few.

Big TV has been using radio as a medium for every campaign so far. The company has done around 12 campaigns on radio since its launch in August 2008.

Big TV officials say they believe that radio can be interestingly utilised to involve the customer through creative concepts. As such, they ensure equal proportion of marketing spend to radio as on other media. For the recent two month campaign, Big TV has invested approximately 15-25 per cent of its budget to radio. As per plans, Reliance Big TV is on an aggressive expansion spree with plans to double its channel bouquet, introduce global channels as well as offer ground-breaking interactive services to its subscribers. A radio campaign assumes significance with its potential to capture the audience with its message.

The radio campaign will be taken to the tier II and tier III cities as well this time. Recalls Kerala based Club FM sales head Philip Jose, “Last year, we had major activations while Big TV was launching in the market. The activations were divided into pre launch, launch and post launch phases and many contests giving away free subscriptions were conducted. We are in talks with Big TV for their recent campaign and will finalise soon.”

Radio Mirchi also confirmed that Big TV has invested in its inventory and radio spots would go on air from Monday but refused to divulge any more details.

The creatives have been created by DDB Mudra Mumbai, and the radio campaigns were headed by Nilanjan Das Gupta. Mudra had created five radio spots for Big TV and Big TV zeroed down on two radio spots which would be aired across all radio stations. The two spots, about 40-45 seconds in length, are being translated into regional languages at the moment and would tentatively be aired from Monday.

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