| MUMBAI:
While living up to the Station offering of Jaisa Mood Waisaich Music, BIG 92.7
FM, Mumbai’s favorite Radio Station is going all out to capture the true
mood of Mumbai. In ensuring connect at the mass level, the Station’s breakfast
jock RJ Archana Jani boards the city’s lifeline – the local trains on
a regular basis, getting an insight into the lives of commuters and carrying back
the same on air. She completely charges up the commuters bringing in the high
energy Josh to an otherwise mundane commute. Touching upon subjects that influence
the mood of every Mumbai-kar, subjects range from late trains, to food, to shopping,
to Bollywood, to television, to sports, to local civic issues, she speaks to the
travelers in true Mumbai-ya style! The
exciting initiative kick-started on the occasion of Women’s Day where RJ
Archana Jani was aboard the 6:13 Virar Local-Ladies Special celebrating the spirit
of being a woman! Receiving stupendous response from commuters, Archana couldn’t
leave the train without promising to be back again and that is exactly what she
is now taking forward. Reaching out to more and more Mumbai-kars, she boards trains
across different routes and interacts with people ranging from the dabbawallas,
fisher folk, students, office goers etc. Mumbai’s Local trains are the pulse
of the city bringing together people from different backgrounds and capturing
this diversity of moods, Archana brings them live on the radio station, which
she describes as extremely enriching an experience.
The
activity is aimed at touching maximum people on a one on one basis, meeting with
them and taking interesting bytes on air giving them a first hand experience of
radio. The on air programming will amplify the same by giving out the routes well
in advance so that commuters can catch their favorite RJ in the local trains of
Mumbai. Commuters can also invite her to travel in the special boogie with them
through the sms, an offering which is receiving excellent response. The initiative
provides for a great sampling exercise for the station bringing in newer listeners.
It also helps in drawing interesting content for the station from across communities
of Mumbai, cutting across age, sex, caste etc. Commenting
on this very exciting and innovative initiative taken up by the Radio Station
Neerja Dhillon, Station Director, Big 92.7 FM-Mumbai said, “While capturing
moods of the city from Mumbai’s lifeline, our local trains, BIG 92..7 FM
aims at going the extra mile in bringing in the city pulse on air. It goes beyond
the regular activation areas covering different routes of travel and inviting
participation from people across different back grounds. Connecting first hand
with the consumers will positively impact our listenership whilst creating advocacy
and loyalty towards the Station which will go a long way in building higher reach” | 