| 22 Jun 2024
BIG FM's relaunch campaign 'Dhun Badal Ke toh dekho' gains recognition at Golden Mikes

MUMBAI: BIG FM, one of India's largest radio networks have once again cemented its position as the market leader in the radio industry by winning seven metals at the celebrated Golden Mikes 2019 and three awards at the Asian Customer Engagement Forum. The radio network recently relaunched with a new brand positioning ‘Dhun Badal ke Toh Dekho’ across its stations; a major brand revamp since its launch in 2006. The highly-appreciated campaign, that has been gaining momentum through various programming, marketing and, digital initiatives, has bolstered its standing in the industry by being rewarded at the Golden Mikes 2019. Adding to its winning streak, the network has also gained recognition at the prestigious ABBY’s 2019 for the campaigns conceptualised by Thwink BIG for Mindshare and Lodestar.

Speaking about the winning titles BIG FM spokesperson said, “It fills everyone at BIG FM with immense pride to witness the brand's new positioning campaign win such prestigious accolades at the Golden Mikes 2019. We conceptualized 'Dhun Badal Ke Toh Dekho' with the sole intention to provide a greater purpose than merely providing entertainment. Such recognition further adds credibility to BIG FM's efforts in conceptualizing path-breaking and innovative concepts that result in a high recall value and invariably providing effective visibility to the stakeholders. These winning titles for our brand-led campaigns, BIG FM spikes and, RJs, at the Asian Customer Engagement Forum, Golden Mikes and ABBYs, have bolstered the Brand's positioning in creating original content led offerings. As the most trusted radio player, we continue to deliver meaningful concepts that enable a deeper audience to connect. We look forward to continue showcasing such astute delivery in the work we do and replicate this success in the times ahead.”

BIG FM’s relaunch campaign ‘Dhun Badal Ke Toh Dekho’ has bagged Silver for both ‘Best launch/Re-launch of a radio channel’ and ‘Best Radio Jingle’ under the broadcast category. The winning of these prestigious accolades has led to the network having further strengthened its credibility in terms of positioning and being a radio player, with effective reach and visibility. The relaunch campaign lasted over a month and included a jingle launch sang by renowned singer Sonu Nigam, in addition to a whole new celebrity show based on the new positioning Dhun Badal Ke Toh Dekho with VidyaBalan’. The well-conceptualized campaign has certainly created a benchmark in terms of innovation and, effective use-of-radio for audience-connect.

The radio network has also won three Silver metals for its brand-led campaigns for Stayfree, Aditya Birla and Niine Sanitary Napkins and a Bronze for its campaign Bhukyamantri RJ Nitin at Golden Mikes. It also bagged two Silver for its initiatives ‘No Khaali Pet’ and ‘Angan ki Angithee’ for Vaseline at ACEF.  Pune's RJ Sangram won a bronze and Chennai's RJ Balaji won a Gold metal for 'RJ of the Year' title at ACEF and Golden Mikes respectively.

The ABBY’s Goafest 2019 also rewarded the media agencies Mindshare and Lodestar for campaigns conceptualized by Thwink BIG - BIG FM’s short-form video and audio talent incubator and marquee content studio reputed for creating original content. Mindshare and Lodestar both won Gold for 'Basant Loves Nidhi' campaign for Close Up and an initiative around menstrual hygiene awareness through conversations between a mother and her daughter for Stayfree Secure respectively.