MUMBAI: BIG FM has associated with Vishwaroop 2 as official radio partner to mark the 72^nd Independence Day. In line with the movie’s theme, the radio network has rolled out a two-week-long campaign #FightForBetterIndia. It aims at fighting for a better and a sustainable society by highlighting 9 daily terrors faced by common man today. Every day the versatile actor Kamal Haasan shares solutions on the terror topic of the day, during the evening time band on BIG MJ Dilipp’s show. The campaign will conclude on 15 August with a high-decibel radio and digital activity showcasing 72 BIG MJs across the nation coming together with Kamal Haasan to fight these daily terrors.

Speaking about the campaign and associating with Vishwaroop 2, Thwink, BIG FM Country Head Sunil Kumaran said, “BIG FM’s content strategy is driven by its ‘Shared Purpose’ philosophy wherein the brand messaging is seamlessly integrated in our spikes. Associating with Vishwaroop 2 is an extension of this ideology with innovative content. The campaign has been strategized to create top-of-the-mind recall value through a multi-platform activation plan propelling the key messaging of the film to reach among the masses.”

As ‘BIG MJ of the week’ from 6 – 15 August, National Award-winning actor Kamal Haasan on BIG MJ Dilip’s evening show is connecting with the listeners and guiding them on the ways to fight 9 daily terrors. Each day is dedicated to a pressing issue such as pollution, traffic, potholes, fake news, body-shaming, deadlines, Monday meetings, corruption and competition, which is discussed on-air. The show also features experts and social activists partake in the meaningful and important discussions. The activity has been further amplified on social media platforms of the network with 9 snackable videos featuring actor Kamal Haasan sharing solutions to the terror topic of the day. The innovative concept of addressing the daily issues combined with a multi-platform approach is thereby enabling an enhanced reach among wider demographics.

The ongoing campaign has received incredible support from the citizens on social media platforms and on-air. Well-known celebrities like Juhi Chawla, Jimmy Shergill, Amit Kumar, Sonakshi Sinha, Anu Malik among others have also extended their support to the campaign by sharing their concerns and opinions on these terrors, in an engaging chat with the experts from various fields.