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Big Magic to launch ‘Garmi Bhagao Yojana’

MUMBAI: Reliance Broadcast Network Ltd’s (RBNL) light entertainment channel Big Magic and radio arm Big FM are collectively launching a special summer campaign titled ‘Garmi Bhagao Yojana’ with an array of comic content themed ‘Haso Hasao, Garmi Bhagao’.

Featuring comedians like Sugandha Mishra, Rajiv Thakur, Shambhu Shikhar and Chirag Jain, the comic offering with four special episodes encapsulating various themes like summer food, music and day-to-day life aims to engage audiences to beat the heat.

The content will also include comedy capsules, contests, celebrity integrations, summer food specials and more. It will launch on 25 May, airing at 8 pm every Sunday on Big Magic.

Radio listeners too can beat the heat through contests, music, summer food specials and a water conservation drive on Big FM.

The campaign is focused on Hindi-speaking markets and in addition to television and radio, will see multimedia marketing amplification across print, digital and on-ground. It will also visit RWAs with ‘garmi’-themed games to be played with the audiences.

The campaign will also be extended to popular shows on the channel where the cast will be seen beating the heat in fun ways to entertain audiences.

Big FM too will amplify the campaign across its 45 stations with ‘cool’ songs and other special segments like ‘Haso Hasao, Garmi Bhagao’, where celeb comedians will co-host radio shows and help beat the heat; ‘Gaana Gaao, Garmi Bhagao’, where listeners can request a personalised cool song from their favourite singer; ‘Film Dikhao Aur Garmi Bhagao’, which will see listener contests around timeless films; ‘Cool Khao Aur Garmi Bhagao’, a radio summer food festival hosted by chef Rakesh Sethi; ‘Ghumo Ghumao Aur Garmi Bhagao’ centred around the holiday season and cool locations to go to, and ‘Paani Bachao Life Banao’, a CSR campaign driven by popular celebrities taking a ‘Paani Ki Paathshala’ with listeners.