MUMBAI: The awareness for the effectiveness of radio does not remain restricted only to the metros and has reached the tier II markets too, thanks to Big 92.7 FM and its enormous network spread across 44 cities of India. The cost effectiveness and penetration of the medium, coupled with the ability to get completely local is what is drawing newer customers to the medium and this time it is none other than the North Central Railways. They have joined hands with Big 92.7 FM, Allahabad to spread messages on safe journey to travelers, when using the mode of transport. The awareness campaign apart from hosting interesting communication through voice overs will also see the Station jocks communicating with listeners on hazards of track crossing, unmanned crossing, fire, roof top travel and much more. The whole idea is to drive awareness on safety tips thereby ensuring a safe journey.

Besides Allahabad, the campaign will run across the cities of Kanpur, Agra, Jhansi, Gwalior and Aligarh. Railways has now begun using the FM Station effectively to spread awareness among the commoners given that they see it as an appropriate means to reach its target audience. Big 92.7 FM - Allahabad has seen some remarkable growth on this front, attracting earlier unexplored businesses to radio.

Speaking about the experience of the advertising with Big 92.7 FM and the new trend of advertising amongst the North Central Railways, Mr. Rajesh Dutt Bajpai – CPRO – North Central Railways said, This medium is a very effective way for communicating socially useful messages across society. This drive is undertaken to create awareness on train safety measures and security amongst public. This is one medium of communication which is reachable to all the sections and classes of the society. People can listen to the information even while traveling. As a strong medium of advertising, I am confident that through Big FM, we are reaching our target audience and are able to influence their thought process positively....

Speaking about this positive trend, Mr. Suresh Singh - Station Director- Big 92.7 FM Allahabad, said, Radio is an extremely local medium which ensures high penetration, while offering economic viability. It offers an excellent platform for local players, who wish to target clearly defined local audiences. We have offered solutions to various sectors and now public sector is on board, which otherwise only looked at traditional forms of advertising and was never exposed to radio. We have put together an extremely robust offering to ensure the communication pegs for a safe journey are encapsulated....