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Zindagi partners Big FM for non-fiction show ‘Shukriya’

MUMBAI: Hindi general entertainment channel Zindagi has partnered private FM radio network Big FM to bring alive the spirit of its first non-fiction show ‘Shukriya’.

Starting 27 July, Big FM is creating a unique ‘Shukriya’ experience for its listeners in 24 stations across India for a period of more than seven weeks.

As part of the initiative, Big FM RJs will say ‘Shukriya’ to local unsung heroes in all 24 stations. The radio network will also create a platform for its listeners to show gratitude to those who have made significant contribution to their lives.

Zindagi and FTA cluster EVP and business head Priyanka Datta said, “’Shukriya’, our first original non-fiction show, is as unique as the distinct offerings we have had on Zindagi since inception. The show encourages goodness and spreads happiness. We are very happy to partner Big FM as that helps us further broad-base this message. We hope to touch the hearts and lives of many with ‘Shukriya’ just like our other stories have.”

On the occasions of Guru Purnima, Friendship Day and Independence Day, Big FM will have special segments for listeners to say ‘Shukriya’ to their teachers, friends and soldiers, respectively. Besides, there will be a dedicated segment on ‘Big Memsaab’, where the RJs will give a sneak peak into the upcoming episode of ‘Shukriya’ every week. In addition, Big FM will exclusively play Shukriya’s title track.

Reliance Broadcast Network Ltd EVP and business head Ashwin Padmanabhan said, “When we were approached for this partnership, the channel’s new show ‘Shukriya’, it immediately hit the right chord. A seamless brand fit, the association aims at reaching out to people across the country so they can use the word ‘Shukriya’ and thank those who make a difference in their lives. Our expansive spread across the country allows us to reach out to listeners in every nook and corner of the country and we couldn’t be happier about RJ Siddharth playing an integral part of the on-air vignettes ‘Keh Do Shukriya’.”

‘Shukriya’ celebrations will not be restricted to radio only as Zindagi will bring the Big FM studio to television screens as well. In a segment titled ‘Keh Do Shukriya’, RJ Siddharth, along with host Gunjan Utreja, will narrate ‘Shukriya’ stories shared by Big FM listeners.