MAM

BIG FM, Dentsu Webchutney’s ‘BIG Mahalaya’ Campaign gets Social Media talking this Durga Puja

10 Lakh listeners tune-in while 500,000 watch video within 12 hours

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/10/15/dentsu.jpg?itok=tbzGkO8H

MUMBAI: For 87 years, Bengalis all over India have been tuning into Mahisasur Mardini - a radio program in the voice of the legend, Birendra Krishna Bhadra. And with this, for 87 years, Bengalis have been waking up to Birendra Krishna Bhadra’s Mahalaya – a chant that summons the beginning of Durga Puja and is sung in praise of the Goddess.

This tradition has continued for decades and many artists have attempted to create a new rendition of this classic. Yet, it was only during this Durga Puja that people, for the first time in decades, experienced and listened to the ever-mandatory Mahalaya like never before - a Mahalaya that was not only different in style but also different in ‘Dhun’ (tune).

Directed and recited by Swagatalakshmi Dasgupta, many influential artists such as Srabani Sen, Rupankar Bagchi, Manomay Bhattacharya, Rishi-Tirtha and Sidhu Ray came on board to contribute their voice for the BIG Mahalaya. This new Mahalaya was aired on Big FM at 4 AM on September 28. The program resonated with the devotees as it ushered a wave of transformed devotion for the Goddess through the voice of a powerful united energy.

The campaign, conceptualized by Dentsu Webchutney in collaboration with BIG FM, was an attempt to gift Kolkata a new version of their beloved Mahalaya with the intent to encourage inclusiveness. The idea wasn’t to strike a comparison with the masterpiece but to create a rendition which would allow Big FM to put forward an approach with equal opportunities for men and women alike. Consequently, the aim was not to change an 87-year-old tradition but to start a new one.

The campaign garnered a lot of positive response right from its pre-launch phase. While people did not know what was going to happen exactly on the day of the Mahalaya, the thought of something new got them interested. People took it in the right stride and motivated the brand via their comments and congratulations in the comments section.

Social media, especially Twitter, was abuzz with conversations about the new Mahalaya narration on September 28 with a lot of famous names talking about the initiative. The video on Facebook too received massive views and reached 500,000 people in a matter of 12 hours of the on-air narration of the BIG Mahalaya, reinforcing the fact that people liked the new ‘Dhun’. Around 10 lakh listeners tuned in to Big FM from Kolkata to listen to the new Mahalaya and it was aired in 19 cities, across India.

Aalap Desai, Executive Creative Director, Dentsu Webchutney said, “For 87 years, Bengalis all over the world have been following the iconic Mahalaya program created by the Birendra Krishna Bhadra, which narrates the story and praises the goddess Durga. This year, keeping in line with BIG FM's positioning, we thought of creating a modern-day rendition of this iconic piece but with a powerful message. #BIGMahalaya's concept revolves around adapting progressive thoughts and inclusion, resulting in a new outlook of equal opportunities. The idea was simple and needed a lot of people to come together to make it happen and today we are proud of what we have achieved.”

Speaking about the association, Sunil Kumaran, Country Head - Product, Marketing & THWINK BIG, BIG FM said, “Over the years, women have refrained from being a part of many traditions due to pre-set mandates. But with changing times, one can see how our thoughts are progressing and becoming more and more inclusive. Backed by our aim to create thought changing content which breaks stereotypes, BIG Mahalaya is our attempt to pack the message of inclusiveness and create a modern-day version of this age-old tradition. The original piece is iconic and cannot be replaced, but our 40 min rendition is an attempt at progressing towards a more inclusive and equal approach. We are extremely proud of this initiative which will create an impact in the society.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/25/fb.jpg?itok=eJylG81Z
Facebook & GroupM launch Media Playbook to help brands reimagine media strategies & unlock growth

Mumbai: GroupM and Facebook have come together to launch an industry-first media playbook for advertisers and marketers to adapt to the dramatic change in consumer behaviour as a result of COVID-19. The ‘Turn The Tide’ Media Playbook offers a perspective on the evolving consumer and media landscape...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/25/lyod.jpg?itok=draCTqbQ
Lloyd forays into refrigerator segment

NEW DELHI: Havells India has announced its entry into the refrigerator segment under its consumer durable brand - Lloyd. The company will also double the range with additional 25 models by Diwali this year. The refrigerator range is designed keeping in mind the modern kitchen aesthetics combined...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/25/ceat.jpg?itok=_8v0Apeq
Ceat signs Aamir Khan as brand ambassador for two years

MUMBAI: Ceat Tyres has signed Bollywood superstar Aamir Khan as its brand ambassador for two years. As part of an integrated marketing campaign, Aamir Khan will feature in two commercials during the course of the IPL 2020 to promote Ceat’s SecuraDrive range of premium car tyres. The first ad will...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/25/tv.jpg?itok=6XP07uvI
How to Decide Between QLED, OLED, 4K UHD or Full HD TV

According to ECD, when buying a smart television in India, you need to consider several factors such as size, operating system and the picture resolution. Apart from that, you also need to check the type of display the TV provides because it determines the overall picture quality. 

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/25/ipl-d11.jpg?itok=Z6aMaH8d
Digital-first brands bet big on Dream11 IPL

NEW DELHI: Cricket is the by far the best media vehicle for any brand if it intends to connect with masses at a pan-India level. The game cuts across all socio-economic boundaries, age-groups, geogrpahies and reaches to 196 million households with television sets. The brand can further amplify its...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/disha.jpg?itok=sAWtgIJB
Disha Patani is Myntra's first-ever beauty brand ambassador

NEW DELHI:  Ahead of the festive season, Myntra announces Bollywood actress, Disha Patani, as its brand ambassador to further consolidate its strong position in the massive and rapidly-growing beauty and personal care (BPC) market in India. Disha has made her mark as a household name after...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/harley.jpg?itok=2LnSWQ_-
Harley Davidson exits India

Harley-Davidson will shut down manufacturing and sales operations in India as part of its restructuring exercise under ‘The Rewire’ programme, the US-based motorcycle maker announced on Thursday. Earlier, in August, the bike maker had indicated to restructure business in some its loss making...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/sleep.jpg?itok=aI9ddDVz
When Ikea got creative about sleep

Ikea, a global furniture and home furnishing brand, is promoting its sleep range products with clever print and outdoor campaign and positions itself as sleep expert. Designed and conceptualised by Mother London, the ads focuses on the central theme of sleep and turn an energy drink, anti-ageing...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/aakash.jpg?itok=hd0NLwOW
Aakash Educational Services appoints Yuvraj Singh as brand ambassador

MUMBAI: Aakash Educational Services (AESL), has appointed ace cricketer Yuvraj Singh as its brand ambassador. The cricketer will promote the company and its various brands including Aakash Institute, Aakash IIT-JEE, Aakash Digital and Meritnation. As the face of Aakash, Yuvraj Singh will lead the...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required