Says Big 92.7 FM COO Tarun Katial, "Our association with Sonu Nigam goes back a long way, right since the inception of Big 92.7 FM and he was the most natural choice as our brand ambassador. Niigaam offered the country some of the best ‘Chillax Hits‘ and has earned the respect and love of not just people in India, but from Indian‘s across the world."

Adds Big 92.7 FM SVP and marketing Anand Chakravarthy, "Now that we have repositioned our music offerings we were looking for somebody who could take this message to the listeners and were specifically scouting for someone from the music industry and hence zeroed in on Sonu Niigaam."

As part of its marketing initiative, the station is spending close to Rs 10 million to promote the repositioning of the brand.

Says Chakravarthy,"We are spending close to Rs 10 million and have crafted a complete 360 degree plan to promote the repositioning. The campaign will roll out in Mumbai and Delhi in the next 10 days and is divided into two phases."

While the first phase of the campaign will include radio, print, OOH, web and on-ground activities, the second phase will look at television. Niigaam will feature in all the campaigns and will also have a show on the station as part of the initiative.

For OOH, Big FM will have over 50 hoardings in Mumbai and 45 in Delhi. The radio station is also looking at branding Best buses and local trains in Mumbai and the metro in Delhi.

As part of its digital initiative, the radio station has tied up with Bigflix.com, Reliance web world and Zapak to promote the repositioning.

"As part of the on-ground activities the radio station has tied up with 15 different ‘dandiya pandals‘ in Mumbai. We will be promote the brand in these nine days. In Delhi, we have tied up with ‘Ram Leela‘ which will be a one day affair," avers Chakravarthy.