Big FM awards creative mandate to Taproot Dentsu

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MUMBAI: 92.7 Big FM India, one of India’s largest radio networks, has awarded the creative duties to Taproot Dentsu, the creative agency from Dentsu Aegis Network, following a multi-agency evaluation. The agency will service the account from its Mumbai office.

The mandate entails strategic positioning, product reach and frequency and re-packaging the channel as a whole. Taproot Dentsu will be involved in the strategy, brand building, advertising campaign and some show concepts across some outdoor and radio campaigns.

Talking about the collaboration, Taproot Dentsu Mumbai General Manager Ayesha Ghosh said, “We are happy to be working with Big FM. The task of repositioning a brand is always most exciting, considering that it’s like a rebirth that one must design with utmost care. From “Suno, Sunao, Life Banao” to the plausible next stage in the brand’s journey, there was a wide spectrum to cover. Eventually, with unanimous agreement on what we should stand for, nuancing the personality in great detail and laying out a sustainable plan, we are ready to go live. This positioning will drive all that Big FM stands for; from content to packaging to communication. We look forward to a successful launch and continued consumer relevance thereon because it is a thought that we all believe firmly in and are eager to spread far and wide.”

On the subject of repositioning, THWINK (Big FM’s short-form video and audio talent incubator and marquee content studio) Country Head Sunil Kumaran said, “We were at a stage where the category was moving from being just a provider of entertainment to being torchbearers of improvement and progress towards a better world. From our interactive relationship with the audience, we wanted to take it to the next level with our listeners, by making both them and ourselves responsible for a better tomorrow. ‘Dhun Badal Ke Toh Dekho’ is something we strongly believe in, because at every level, truly, change in the world will begin only with a change in the mind. We plan to live this and own this every day with our every move and hope to transcend the relevance of this thought from our collective conviction to our audience’s, and of course, the world at large.”


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