BANGALORE: Adlabs Films (AF) will launch its Big 92.7 FM in Bangalore on 9 October. The city is the fourth station of the company's proposed 45 (54 co-branded) FM radio stations; the other three being Chennai, Hyderabad and Delhi. Soon to follow are Kolkata and Mumbai.

Big FM has earmarked about Rs 400 million towards its national promotional campaign. The company plans to kick off the Bangalore marketing and promotional initiatives with a city-wide campaign to get citizens to come together and work towards "Making Bangalore A Safer Place". The campaign will be driven by brand ambassador Upendra.

To create awareness among Bangaloreans, the station is exploring the outdoor space also in a big way. According to Big associate VP & station head Farida K. Print, about 40-45 locations have been covered with outdoor hoardings as per the strategy. Another novel initiative would be 92.7 FM only receivers in auto rickshaws. The plans also include various ground events and television commercials.

Adlabs Films has roped in Kannada film actor Upendra as brand ambassador for Karnataka. The radio station has hired personalities from the Kannada film & television industries as RJ's. According to Katial, the content would be mainly local with some Hindi and no English at all, which is generally different from the trends set by the other FM stations in Bangalore.

Unveiling the brand, Big 92.7 FM COO Tarun Katial said, "With this launch, we aim to present innovative radio programming. Not only have we developed fresh and unique content but have also roped in personalities who will connect with the listeners and provide the glamour quotient. Our detailed research on the city's psychographics will ensure that the station sounds refreshing and unique with a major focus on utilities and entertainment."

Rs 4 billion has been invested on transmission equipments, infrastructure and licensing, as per an official release. The IP protocol technology being utilised for Big 92.7 FM is from Axia, USA.